LOS ANGELES, CALIFORNIA
Four Seasons Residences
Discretion is a difficult thing to advertise. For the launch of Four Seasons Private Residences Los Angeles, it was the whole proposition: private homes under one of hospitality's most carefully guarded names, in a city that rarely lowers its voice.
Working with Genton Property Group and the agency team, we reduced the positioning to three words: design, service and discretion. They became a quiet test for every decision that followed. Photography was directed to move between three subjects, the residences, the city and the people who might live there. The result reads as a way of living rather than a set of floor plans.
Working with a multidisciplinary team, I shaped the positioning and creative vision around design, service, and discretion. I directed that thinking across the sales and marketing materials, connecting the larger brand story with the details buyers needed to evaluate a home.
The image direction moved between architecture, interiors, city views, and people. Together, those perspectives placed the residences within the life of Los Angeles.
The sales books gave that story room to develop. Image selection, sequencing, and typography established a measured pace, moving from the character of the place to the particulars of the offering. Artwork and illustration added another dimension to the presentation.
Credits: Client: Genton Property Group · Agency: Intercom · Creative direction, design and art direction: David K. Yates · Photography and film: Robb Gordon, Allen Kennedy · Copy: Jeannie Drake, Bob Satmary · Cover artwork: Peter Alexander · Illustration: Paul Gleason · Architect: CallisonRTKL · Visualisation: Binyan