Privada Luxury Real Estate: Brochure + Addy Award Winner
print / art direction / design / branding / custom binding
Known as one of the most exclusive and private communities — consisting of 40 opulent residences and 11 custom lots — Privada is a luxury gated custom home development located in the foothills of Pinnacle Peak in North Scottsdale, Arizona.
Highlighting three distinct home plans ranging from $1.4 million to over $3.6 million, Privada needed a sophisticated brochure that reflected the architectural charm of Old World elegance with a modern lifestyle which reflected the serenity of being surrounded by the beauty of the Sonoran Desert.
Discover a whole new world.
Centuries ago, when the Americas were a mysterious new frontier, Spain sent many crusading adventurers on quests for new lands, legendary gold, and treasures untold. Their accomplishments established New Spain — which is now present day Mexico and much of the American Southwest — and helped to create the modern globe.
The Privada branding platform needed to reflect that spirit of adventure.
After an intense brainstorming session with the copywriter and creative director, we concluded the luxury residences and expansive custom homesites at Privada would focus on the celebration of the most intriguing era of the Spanish explorer — the Conquistadors.
Captivating design.
My challenge as lead designer was to bring the Privada brand to life. Combining textures and typography, evoked the spirit of adventure and discovery. This spirit was influenced by the journey the Spaniards took throughout Arizona and the Southwest.
My creative strategy was to create distinctive layouts to enhance the Privada brand and make browsing the book an enjoyable experience through a discovery of visual and tactile senses.
Each lot highlights a famous Conquistador. Unique stories evoke a rich history that complement their journey.
The Old World rustic feel was achieved by incorporating elements of woodcut illustrations. Vintage patterns and maps, along with hand drawn illustrations highlighted the design direction. Simple Photoshop filters enhanced the hard to find low-res images of the Conquistadors.
The exposed hand applied copper patina metal plate binding — with hand-assembled gun metal screw posts — gave this piece more of a book appeal than a corporate brochure. Heavy stock (#110 cover textured felt card) encases the book and contrasts the smooth uncoated stock of the interior pages — along with with vellum overlays that showcase the typographical plot maps of each lot.
Extraordinary response.
Staying on the forefront, I supervised press checks while managing freelance illustrators. Part of the success of this project came from interaction with our internal teams.
When presented with the final piece, the Privada team exclaimed: “This brochure is so classy and makes our custom homes feel extremely luxurious. The perceived value through the design is so tremendous, we feel completely confident that we can charge clients a bit more per lot!”
In addition, the agency was so proud of this piece that they entered it into the locally sponsored American Advertising Federation of Metro Phoenix competition.
The response was tremendous.
My design concept and printed brochure won the ad agency a coveted Gold ADDY award. *
* The ADDY Awards is one of the largest and most prestigious national competitions recognizing creative excellence in advertising. Locally sponsored by the American Advertising Federation of Metro Phoenix, gold and silver local ADDY winners move on to the regional ADDY awards and then earn a review for the national awards.
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