Complete branding and marketing support for Fifield's luxury high rise in Chicago's near north. We defined a thorough brand and message platform, created a host of materials and online tools to help drive pre-leasing activity

1. 1 )©Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair
Brand Platform
Presented by Torque

2. 2 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Assignment
Build a brand platform to communicate the unique benefits
of The Sinclair and lay the groundwork for a marketing
campaign concept.

3. The Sinclair | Brand Platform
Branding Platforms

4. 20 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Direction 1

5. There are moments in life when a single thing comes into
focus, when your vision suddenly emerges from the fog. For those
moments, there is a word: Sinclair. A Scottish word meaning
bright and clear.
As a resident of The Sinclair, it’s as if you are constantly residing
inside that moment of clarity. When you live at The Sinclair,
your wildest dreams become your wildest realities.

8. 24 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms

10. 26 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Branding Elements Branding Elements

11. 27 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Main Logo Extended Logo

12. 28 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Objektiv
Typeface(edited) ColorsSwatches

13. 29 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Direction 2

14. 30 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms
Every day is a blank canvas. Your life is a work of art.
The Sinclair allows you to start and end each day exquisitely.
The sense of awe you feel wash over you when looking at a
masterpiece inside an art museum—feel that every time you
step into the lobby of your residence.

15. 31 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform

17. 33 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms

19. 35 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms
Main Logo Extended Logo

20. 36 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms
Dedica
Typeface Colors Swatches

21. 37 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Direction 3

22. 38 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms
Like a white Armani silk shirt, a pair of black Christian Louboutin pumps, or a
nude Hermes Birkin bag—The Sinclair is understated, yet makes the loudest
statement. Those who live in The Sinclair appreciate simple beauty and live with
passion. Life at The Sinclair is reveling in the moments that leave you breathless;
it is a boldly understated life.

23. 39 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms

24. 40 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms

25. 41 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platforms

28. 44 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform

29. 45 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Main Logo Extended Logo

30. 46 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Armitage
Typeface Colors Swatches

31. The Sinclair | Brand Platform
Comparison

32. 48 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform

33. The Sinclair | Brand Platform
Next Steps

34. 50 )© 2016 Torque Ltd. 167 North Racine Street » Chicago, IL 60607 » 312 421 7858 » torque.digital
The Sinclair | Brand Platform
Next Steps
• Your feedback
• Next presentation to full team