Clever marketing can do a lot, but it can’t fake personality or replace sense of self—the heart and soul of brand (and personal) charisma. Fortunately, Rayette Lofts has charisma to spare. Former headquarters of Rayette Raymond Laboratories, hairspray megalith responsible for the popular “Raymond Wave” hairstyle, it had since been converted into a parking garage. When Sherman Associates decided to restore the garage into a complex of luxury lofts, it had a clear vision for the niche this new development would claim in the crowded marketplace of upscale Lowertown lofts. Combining the building’s historic essence with modern amenities and sophisticated, classic design, the lofts cultivate a diverse community of innovators alive with the entrepreneurial spirit ingrained in the building’s storied woodwork.
Truth be told, Rayette made our work easy for us. Having such a clear sense of identity to work with, IWM was able to create branding materials that truly captured the character of the building and attracted the target demographic. In crafting the logo, our designers synthesized iconic resonances from Rayette’s hairspray packaging with the contemporary sensibilities of the new lofts to create a bold, retro design. That design became the brand standard we transposed across all branding materials and collateral, from brochures to stationary to the responsive website. The self-assured identity communicated in Rayette’s marketing materials effortlessly distinguished them from the competition, driving curiosity and curating interest that quickly filled the building’s 88 luxury apartment homes.