Project Overview
Parallel is a forward-thinking development company focused on creating meaningful places to live in pedestrian-friendly urban infill locations. Known for delivering best-in-class assets for residents and partners, Parallel sought to elevate its presence within the competitive student housing industry.
I designed four innovative ads for Parallel, tailored for the Student Housing Business (SHB) publication, the leading resource for decision-makers in the student housing sector. These ads were strategically crafted to highlight Parallel’s leadership and innovation in the industry while aligning with SHB’s reputation for high-quality, engaging content.
Scope of Work
Design of 4 unique, attention-grabbing advertisements for SHB
Strategic alignment with Parallel’s brand identity and messaging
Incorporation of SHB’s audience needs and preferences
Challenges
Balancing Information and Design:
Each ad needed to convey enough information to engage the audience without overwhelming the design. A clean, minimalist approach was used to maintain focus.
Tailoring for a Specialized Audience:
The SHB audience includes highly knowledgeable professionals, so the messaging needed to reflect Parallel’s expertise while maintaining accessibility.
Maintaining Brand Consistency:
Ensuring that each ad aligned with Parallel’s branding while addressing different aspects of their mission and offerings was key.
Results
The ads successfully positioned Parallel as a leader in the student housing and urban development industry, effectively capturing the attention of SHB’s targeted audience. Key outcomes include:
Enhanced Brand Visibility: The visually engaging designs and strong messaging elevated Parallel’s presence in the student housing sector.
Audience Engagement: Clear CTAs encouraged further exploration of Parallel’s offerings, driving traffic to their website and increasing inquiries.
Brand Consistency: The cohesive design across all four ads reinforced Parallel’s identity as an innovative and trusted developer.
What I Loved About This Project
Designing for Parallel allowed me to create visually impactful ads that aligned with their mission and resonated with a highly specialized audience. I enjoyed the challenge of balancing bold creativity with clear communication, ensuring each ad was both visually striking and informative. Highlighting Parallel’s innovative approach to urban development made this project especially rewarding.