Brand development and multi-piece, multi-media components for two luxury apartment residences in downtown West Palm Beach, each featuring enormous murals on their east-facing sides as part of the developer’s commitment to Art in Public Places. With such attention-getting and contrasting artistic styles, incorporating the mural artwork helped shape the branding. The two properties, across the street from one another, share a host amenities requiring both individual brand development as well as a singular overarching identity. Alexander Lofts are historically modern residences in the former Southern Bell headquarters (mural by Tristan Eaton, “Spirit of Invention”), and The Alexander is a new luxe high-rise (mural by Danny Doya, “Eris and the Golden Apple”). Work included brand/logo development for the individual projects and the overarching Alexander Living brand, website designs, signage, intricate print collateral,
photo shoots, social media, and public relations.