Marlon Tate’s identity for Paradise Quarter epitomises the ‘paradesian’ living spaces it provides
Paradise Quarter is an ambitious residential development, located in the ‘posh’ Athenian suburb of Marousi. The development offers elegant living spaces – consisting of a sophisticated collection of beautiful and spacious apartments accompanied by nearby amenities, smart features and stunning views of the city. Looking to encapsulate this ‘blissful’ take on contemporary living, property developer Blue Residences turned to Marlon Tate – an award-winning agency who claim to have offices in Athens, London, Jupiter and Mars – to define the development’s name, identity and launch campaign.
Aiming to avoid the slick branding typical of new developments and smart living, Marlon Tate have devised a brand narrative, name and identity that positions Paradise Quarter as the ‘ideal’ place to live. “Our concept was to make everything look ‘paradesian’ and contemporary pop,” explains Founder and Art Director Nikos Georgópoulos, “we felt this will resonate better with the audience that primarily consists of young families and first-time home buyers.” With this target audience in mind, Marlon Tate incorporated a ‘pop’ colour palette which “felt appropriate,” Georgópoulos remarks, “because it shuts down any religious correlations straight away.”
Drawing upon visual language often associated with paradise, the agency used MuirMcNeil’s modular type system ‘TenPoint’ to construct fluffy cloud messages, including the overarching tagline ‘effortless living forever’ to evoke the lightweight and uplifting lifestyle of Paradise Quarter.
Providing a grounded counterbalance to the display typeface is Colophon Foundry’s PIN. “I suppose we chose this because it felt right,” Georgópoulos tells us. “Given the fact that the overall identity and look and feel of the campaign is quite bold, PIN introduces a bit of calmness and elegance in the information.”
The geometric sans serif appears both as the supporting text and as the wordmark accompanying the brand’s ‘PQ’ logo. We asked Georgópoulos what the thinking was behind the logo (other than it being an awesome looking 'PQ.’) “Ha, well exactly,” he answers, “we wanted to create an awesome looking ‘PQ’ but at the same time our intention was also to create a loose spatial representation of an urban quarter.”