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Modern cafe exterior with large windows and signage for "The Piazza" and "Coffee Tea." Patio seating with tables and chairs is visible outside. The building has a sleek design with dark and wooden panel accents. Modern cafe exterior with large windows and signage for "The Piazza" and "Coffee Tea." Patio seating with tables and chairs is visible outside. The building has a sleek design with dark and wooden panel accents.

The Piazza: Commercial Real Estate Branding

The Piazza stands as a recently established luxury shopping plaza in Pittsburgh, PA. We collaborated with a brokerage and commercial real estate development team to craft a brand that enticed target businesses into signing leases at the plaza.

Utilizing the brand we devised, we oversaw a team of designers to produce marketing materials such as a highway billboard, digital ads, social media content, and site signage.

Timeline: 2021 – 2022
Role: Branding Consultant, Art Direction
Client: Burns Scalo Real Estate

Black
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Royal Purple
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Mulberry
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Muted Pink
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Brand Identity

The Piazza, named after an open square, typically seen in an Italian town, stands as a luxury shopping plaza in Pittsburgh, PA. We crafted the brand identity for the Piazza to mirror the aesthetic and architecture commonly found in traditional Italian Piazzas, while infusing a touch of contemporary commercial flair through the utilization of a vibrant, analogous color scheme. Drawing from color psychology research, we opted to designate purple as the primary brand color, given its historical association with luxury goods owing to the high cost of producing purple dyes.

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