The visual direction of 1220 Bosworth came from an exploration of how to visually represent apertures and openings-casting shafts of light-and a the idea of representing a geode-a protective outer shell, a secure containment. Along the the way, attention was paid to simple yet bold typography, modern sans-serif typefaces, and a general sense of calm in the marks, while exploring interlinking elements.
The calmness that was established with the visual design was reflection with the animations of the site. The animations were intended to have a luxe feel to them, but also support the ideas of reflection and interconnectedness that were inspired by the building itself. A scroll based animation on the home screen allows the user to take control of the experience, while the subtle typographic and image transitions exude the elegance needed for a high-end brand like 1220 Bosworth.
BLESSING IN DISGUISE
Like many property projects, the initial struggle with 1220 Bosworth Ave. was the lack of imagery and tangible materials to utilize to market the building. While some renderings were helpful to get some of sophistication across, there was a level of luxury and detail that was missing, but very well a part of the architectural vision. With the help of Wheeler Kearns Architects, a deconstructed photoshoot was organized that emphasized the high quality materials used in the building. These photographs were used in the site, as well as wall art in the showrooms. Each photograph represents the materials used in different parts of a unit: the kitchen, bathroom, & exterior.
While a open & loose editorial layout worked beautifully to describe the building, there were many aspects of the site that were meant to be practical. The showroom form was established to allow the agent to choose specific time slots that were available, while sending updates and reminders to the user. Brand experience was established on the "Home" and "Residences" pages with a long scroll, but the other pages of the site were focused and constrained to be as short as possible to give the user the information they needed quickly. Each page ended with a large section for the most important information on the site: "Visit our Showroom".