Serenity
Heights
Illustrator | Procreate | InDesign | Photoshop
advertising
This project is an exploration of my own design proposal and brief during my visual language course. From taking the sky train to class every week, I got inspired to create an advertisement billboard in a train station for a high-end real estate development since I noticed the amount of new high-rise constructions in BC. I never worked with this large scale of visual design before, so it was a challenge I liked to work on.
01
BRIEF
Train Station Billboard Design
for a New Real Estate Development
The billboard design aims to evoke a sense of aspiration and belonging. Using striking visuals of the development's landscapes and modern architecture to catch the eye of commuters. Highlighting key amenities such as spacious living spaces and exclusive facilities to evoke a sense of desire and exclusivity. The main goal is to generate interest from potential homeowners who are interested in moving or investing. The billboard aims to encourage viewers to visit the development website or contact a sales representative to learn more and schedule a tour.
02
TARGEt
AUDIENCES
Established Homeowners
or Investors
Demographic:
Aged 30 to 55, middle to upper-middle-class income, urban resident
Psychographic:
These individuals prioritize a high standard of living, seeking out homes that offer both comfort and luxury. They desire a balance between work and personal life, and a living environment that enhances their overall wellbeing. These individuals have a keen eye for design and aesthetics. They are drawn to properties that are not only functional but also visually appealing, reflecting their style and status.
03
KEY
MESSAGE
“Achieving One’s Dreams.”
The key message is built around the idea of "Achieving One's Dreams ." This concept captures the essence of a perfect home and lifestyle. The message is designed to resonate emotionally with potential buyers by promising not only a physical space but also a fulfillment of comfort.
04
DESIGN
CONCEPT
Escape Everyday:
nightlife
This concept highlights the development as an everyday escape from the hustle and bustle of city life. Serene landscapes and luxurious homes contrast with busy urban scenes, illustrating the peaceful refuge the development offers.
05
sketches
06
design
07
Reflection
Due to the large size of the billboard, I had to print out test letters and figure out the measurements to understand how far the billboard can be read from. Finding the perfect image to capture the message and tone was challenging, as many stock photos don't check all the visual elements I imagine. I end up using a generative Ai Adobe stock image based on the keywords that I search for. From that image, I had to photoshop certain parts that the AI couldn't generate properly, like lighting, railings, and more.