Park Grove has a beloved brand in the community. Its nautical vibe paired with Ruben Toledo’s swanky flair captures perfectly the bohemian spirit of Coconut Grove. In addition to applying the brand to various media, from invitations and digital campaigns to sales gallery signage, we were constantly reinventing existing assets and creating new ones to breathe fresh look into the brand.
Printed Collaterals
Most of the printed materials for Park Grove are highly tactile. We have used various printing techniques such as textured paper, soft touch coating, engraving and embossing, varnishing, foils, etc.
We designed the Park Grove spa menu as if you were picking up a poetry book from the old days. We limited typeface and color to the minimum and focused on all the details of typography. Then we extracted a small portion of Ruben Toledo’s illustration as a stroke of decorative and illustrative touch on the cover. Paired that with the rippled paper and hand-sewn imperfect binding, the result is an elegant booklet that begs to be picked up and perused.
Concierge App UI Design
We designed the concept for the Park Grove Concierge App for the residents. We commissioned a talented friend of ours Laurel Bybee to illustrate beautiful art-deco style icons that reminiscent Toledo’s artworks. The interface marries elegance with ease of use, allowing the app to become a good assistant to residents’ lifestyle.
Environmental Graphics
We conceptualized and specified site-specific environmental graphics, including wayfinding and interior signage of the sales gallery, directional signage around the neighborhood, and a series of cool bunting flags for the community entrance. During the process, we constantly utilized and photoshopped site photos to show concepts and get approvals from the clients.
