Linking an east Austin mixed-use development to its vibrant neighborhood
We developed an identity, marketing materials, signage, interior art, and a social media campaign to help launch east Austin’s Corazon mixed-use development. We created all of these with an eye on the project’s role as one of the first new large-scale developments on the city's rapidly evolving east side.
Content & Context; fd2s
Branding and Identity
Branding and Signage
Our colorful and flexible Corazon graphic identity sets a tone that reappears throughout the building’s physical environment. For the interior signage, we used a slightly rugged oak that delivers a handcrafted look without sacrificing refinement or durability.
Print and Digital Collateral
The marketing and promotional materials we created for Corazon ranged from traditional printed flyers and a project website to unique social media photo frames. We distributed these frames as part of a campaign to encourage neighbors and potential tenants to connect on social media by sharing their favorite area attractions.
“As one of the first large-scale multifamily projects just east of downtown Austin, we wanted to celebrate the culture and enormous creative energy of the area — starting during construction. Asterisk Group developed a dynamic brand approach that reflected our community vision and built our partnership with many local artists that call the neighborhood home. Their marketing ideas — from paper to social media events — helped us connect artists with area not-for-profits and small businesses, all while building an art collection for the leasing center. I’m grateful for the Austin sensibility they brought to our project, inside and out.”
John Burnham, Managing Principal, Cypress Real Estate Advisors
Leasing Center Art
A key goal of the Corazon development team was to position the project as an authentic part of the surrounding neighborhood and the broader Austin community. To support this goal, we assembled a leasing center art collection that combines pieces from up-and-coming local artists and custom installations built from locally sourced materials.
The Corazon Art Hearts were a recurring element of our branding and marketing initiatives. We commissioned local artists to produce several pieces for an installation on the project's construction tunnel — which also included some blank hearts for neighborhood graffiti artists — and then used them again as part of a follow-up charitable-giving initiative. This initiative paired local charities with artists who painted hearts to reflect the charities' missions. Contributions from Corazon's developer were then distributed to all of the charities based on the results of a social media poll asking users to choose their favorite heart.
Corazon presented a unique opportunity to create an identity, signage, art program, and promotional campaign that positioned a totally new project as an integral and creatively minded part of a unique and well-established neighborhood.