As an Art Director at Crosby/Wright, I developed the The Ritz-Carlton, Paradise Valley ad campaign and residences collateral. I directed the photoshoot, designed the microsite, and created the collateral for the buyer journey.
The Ritz-Carlton, Paradise Valley ad campaign was developed from the perspective of luxury and location. We needed to drive the high-end feel of the brand and exclusivity of the zip code.
A custom photoshoot was centered around a couple's journey through the buying experience. It was important to highlight amenities, expectations, and feelings of this elite ownership.
The site needed to retain the premium feel of The Ritz-Carlton but have a unique identity as well.
This was the first in a series of printed materials used to attract high end clients around the world. It was the beginning of the journey and teased the experience of the residences and zip code.
This beauty book was given to potential owners after a presentation was delivered at the sales center. This piece outlined the buying journey focusing on the experience and advantages of ownership.
The book also highlighted amenities and conveyed the premium and elite feel of the proposed community.
The preview kit is the final piece in the journey. It summarized the journey through imagery and provided villa and home site floor plans and renderings.