THE GOODS

The Premier is a boutique apartment building with retail located on Georgia Avenue in downtown Silver Spring, MD. Wanting to capture on the project’s close proximity to AFI, The Fillmore and other entertainment venues, an aspirational brand was created to fulfill this premier-worthy promise. The brand experience includes a visual identity and messaging platform that work in unison – the mark forms a building and doubles as the letter “P” with a period after it. This punctuation is echoed in a messaging matrix that reinforces the name and brand promise – “Premier. Service. Premier. Location. Premier. Living.” A system of chic patterns, embossed elements, lifestyle photography and a strong black-and-red palette gives the property a luxury, hotel-like vibe. Product and destination landmark renders were created for both an interactive map and unit walkthrough.

• CLIENT: Guardian Realty
• PROJECT: The Premier Brand Campaign