Faced with the challenge of communicating to a public with cynical about conventional real estate advertising, The Habitat Company sought a new strategy to introduce Hubbard Place to the market. Charged with conceiving and building the brand, Otherwise sought a creative way to attract attention in an environment full of noise and clutter. Working from a brand built around the tagline
Be amazed, Otherwise designed a simple deck of cards connected, by a metal chain link and branded fob, that celebrates form + content with beautiful imagery coupled with haiku, the traditional short form of Japanese poetry.
The minimalist structure of a haiku allows for a concise message expressed through imaginative language, with a 5-7-5 syllable structure that is instantly recognizable. The haikus’ loose hold on language also allowed us to tell rich stories through carefully selected imagery, which catch both the eye and the mind.See website.