Mosaic on Hermann Park - Kidd Group

Mosaic on Hermann Park

Kidd Group assisted Phillips Development with branding and image development for a small-footprint, exclusively well-crafted condominium complex of two towers on Hermann Park, in Houston, Texas. Vibrancy in its lifestyle and location was offered with its proximity to museums, the zoo, downtown area and a large Medical Center as well as the many parks, one of which was adjacent to the towers. Loft-style residence spaces offered views of the city from above, as well as the expanse of Hermann Park. There were numerous amenities on site, including a lobby, lounge, fitness center, pool, valet and retail stores. A brand personality and tone were developed, positioning Mosaic as an urban address, towering above views all around the city of Houston. Nightlife is filled with blue and red hues glistening off the streets, as well as people dancing, mingling and sharing drinks. Only the active and energetic take walks in the park, ride bicycles, jog along trails, or catch the rail to grab a bite down town . . . just by stepping outside the Mosaic. The signature circular logo with its background of red-hued tiles stamped with the white “M” contrasted harmoniously with the soothing turquoise blue used throughout all branding vehicles. This created an integrated brand identity and gave a subliminal visual voice to the desired brand personality. Among the many marketing vehicles explored were print and web banner advertising, website, outdoor and construction fence signage, direct mail, sales collateral materials and stationery for participating developers and brokers. Sales were successful, through the second tower launch in 2007.