Concept creation, art direction and layout design for print publication (followed by website implementation of conceptual idea) for the real estate project Søndre Kyst, south of Copenhagen, Denmark.
Client: Pension Danmark and LokalBolig realtor.
Created: Art Direction assignment at the branding bureau nood., summer/autumn 2022
The concept was built on a very simple and straightforward idea of visualising, in both imagery, look n' feel as well as copy, the notion of a day passing by in the coastal city of Søndre Kyst. (name was created through the merger of Søndre Strand, the beach, and Køge Kyst, the city and surrounding area)
As a new development area being created, to be part of a whole new neighbourhood emerging over the years to come, it was important to highlight the possibilities of a life by the coast for the everyday new houseowner/tennant.
Solution: to skip the classic build-up of a brochure and tedious sales-pitch narrative, and focus on the hours passing by on an imaginary day. In doing so, the appeal could reach a number of variations in family constellations and people segmentation, as well as ensuring a possibility to play on both day and evening imagery, as well as altering seasons.
To add a nautical touch without being too obvious, I framed the brochure with a subtitle of the exact longitude and latitude, to solidify the exact location and unique geography, and placed an imaginary clock/time frame on the shifting chapters, further highlighted by breakers.