The Ascent at Spring Hill Station, the tallest high rise apartment in Tysons Corner, offers new apartments with unmatched luxury and sophistication in one of the Washington, D.C. metro area’s most dynamic neighborhoods.
The brand needed a sophisticated look and feel to appeal to the upscale renter and sell the lifestyle.
Arise. The concept and tagline of this creative campaign is short and mysterious. It was inspired by the height of the building and the thought of elevating one’s sense of living to the new, luxurious, modern appeal of The Ascent.
The design took cues from the idea of retro luxury. From the dark monotone color palette with a hint of gold to the layered modern hexagon pattern with a dark, black and white overlay. Other design elements include the treatment of the tagline, which takes on a silky texture, and close-up photography of amentities, such as the pool or antique light fixtures.
Another strong element in this campaign is the use of abstract language similar to the tagline to evoke certain senses. Allure. Attain. Appeal. They tie back to the concept and still evoke that mysterious sense of luxury.