Pum Lefebure: ‘Anything But Traditional’ Campaign
While most real estate campaigns focus on price, location, and number of bedrooms, Design Army decided to focus on artistic appeal for a new DC apartment building called Gallery 64. That’s because Gallery 64 shares a courtyard with the Rubell Museum of Contemporary Art, known for its avant-garde exhibitions and contemporary collection.
“The property is also surrounded by 15 other brand-new developments with similar amenities, features and fees – all targeting the same demographics,” says Pum Lefebure, Design Army’s chief creative officer and co-founder. “Design Army was tapped to bring their wild creativity to help Gallery 64 stand out in DC’s hyper-booming real estate market.”
The building’s branding is intended to be expressive, artful, and diverse. The many variations of the 64 are used to represent all aspects of art from textile design to break-dancing, while the curated photography visuals were concepted as modern “pop-art.” The colors are primary yet polished, and the patterns allow for a controlled graphic volume based on application.
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Whimsical advertising plays on familiar iconography from the art world with knowing winks to Magritte’s surreal paintings and Alex Katz’s color-blocked portraits. Even Andy Warhol’s slightly skewed color palette becomes the basis of the campaign.
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“This feels anything but traditional,” Pum concludes. “The visuals are over-the-top weird, artful and pique your curiosity, yet totally makes sense with the progressive museums proximity. We also worked super hard on the ’64’ typographic library and pattern series.”
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