Design / Iconography
Since 1984, SCG Retail, Inc, a retail-only real estate platform, has provided a full array of advisory services to tenants, landlords, developers, investors and financial institutions throughout the United States. With 22 offices from New York to Southern California, they are the largest firm in its field in the country.
Industry City started in the 1890s in Sunset Park, Brooklyn. Due to its prominent location, immense scale, and structure that supported a wide spectrum of businesses, Industry City (then known as Bush Terminal) flourished. Over the past two years, Industry City has leased more than two million square feet of space and created over 2,000 jobs, capitalizing on the rapidly emerging innovation economy.
The brochure requested by the client had to include a lot of detailed iformation about certain floors in a building complex and about the complex as a whole. The client was looking for something different from the previously developed materials and wanted to keep it business-like yet fun and appealing to the young, hip and professional target audience.
Our approach was to design the overall look/feel along Industry City’s vision and style – industrial, modern, business, convenient, spacious, Brooklyn. We didn’t use IC interior or exterior images on the front and back. We used a more abstract approach and selected an image which conveyed the target feelings rather than showed the actual building and rooms. Since the internal pages contain a lot of information combined with colorful images, we kept the covers minimalist in image, design and colors. We created custom layout and iconography, while fully leveraging the industrial style.
Look & Feel