The Devan
Positioned between Hoboken and Jersey City, The Devan provides residents with a sophisticated urban living experience. Streetsense was charged with developing a cohesive brand identity, marketing strategy, and web experience that emphasized the Devan’s unique amenities and connectivity.
OUR APPROACH
Drawing inspiration from the city’s energy and the Devan’s handcrafted character, Streetsense developed a brand identity and marketing materials to reflect the seamless blend of inspired urban living and thoughtful design, inviting prospective residents to craft their perfect homebase at the Devan.
The central courtyard features a unique architectural homebase for some of the Devan’s amenities. This iconic house became a source of inspiration throughout the creative process.
BRAND ELEMENTS & TAGLINE
The symbols logomark is an abstract representation of the Devan’s name — shown filled, as an outline, or as a container for imagery. The letter A, shaped like a house and used as an icon on its own, is inspired by the Devan’s feature amenity space: our home within a home.
ADVERTISING CAMPAIGN
The campaign showcases our house icon in unexpected ways to introduce the idea that the Devan shapes how you live your life, in all its different eras. Using original imagery and a frame within a frame, the campaign continues to play off of the central house in the courtyard and invites viewers to “Discover Originality Within.”
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