53 HIRSHORN ZUCKERMAN DESIGN GROUP
“View14 is a sleek, ultramodern luxury condominium located in a revitalized Washington, D.C., neighborhood,” explains art director Jefferson Liu. The building’s architecture and interior design demanded a departure from traditional real estate marketing design, “which often consists of page after page of shiny, happy people in their beautiful condos,” Liu says. “We utilized a Zen-like organic minimalism combined with ‘tech-y’ elements to create an enticing graphic experience,” he says.

Not surprising, given Hirshorn Zuckerman’s reputation for the unconventional. The firm’s first task was to persuade the client that the target audience, as well as the building, was too sophisticated for a standard treatment. With the client on board, Liu took inspiration from the cantilevered glass walls, koi pond, Zen garden and other distinctive features of the building itself. “We also drew on things that we felt complemented the building’s aesthetic,” he says, “things like video games, South Beach, fashion, haiku and rave fiyers.” The resulting brochure plays upon a tension between bold, futuristic elements and a calm simplicity to create a strong and memorable piece perfectly suited to its subject. by Dana Rouse

Hirshorn Zuckerman Design Group | Art Directors: Karen Zuckerman, Tamara Dowd, Jefferson Liu | Designers: Jefferson Liu, Jennifer Higgins Illustrator: Spine 3D | Photographer: Cameron Davidson | Copywriters: Joey Tarbell, Chris Minesinger | Client: Level2 Development | Contact: www.hzdg.com