MICHELA POVOLERI

VYV Apartments

Role: Design Director from creative to production.
Brand design by Tom Hayes. Designers: Angela Han, Pauline Shin, and Karming Wong. 
Executed at REA with CD Joseph Antonios.

Property Website

Some images are temporary assets. 
All copyrights belong to their original creators.

VYV Apartments is a residential development in Jersey City defined by its two interconnected towers and an extensive shared amenity offering. Following a successful initial launch and leasing campaign in 2017, REA was commissioned by Brookfield Properties to refresh and extend the existing brand in support of the opening of the second tower in 2020. 

Building on the established “Arrive to the Unexpected” brand platform, the campaign reinterprets VYV’s visual language through a fresh lens—maintaining the logo, color palette, and signature kaleidoscopic graphics while introducing new narratives around choice, duality, and discovery. The creative concept emphasizes how the two towers come together to offer a continuum of possibilities, where design, amenities, neighborhood, and daily life complement one another. By injecting moments of surprise and wonder, the campaign reframes contemporary urban living as an experience that consistently exceeds expectations.

Existing positioning "Arrive to the Unexpected" and brand kit: logotype, color palette, patterns.
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Two distinct creative directions were developed: one that distills the palette to a single dominant color, and another that refreshes the full existing palette through fresh pairings and compositions. Across both approaches, illustration was introduced, a new expressive typeface was selected for the campaign, and distinct voices and messaging were crafted to articulate the brand from multiple perspectives.
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In response to the client’s request to more strongly preserve the existing brand assets, refinements focused on expanding the use of established colors and patterns.
The scope of the development included art direction, copywriting, website design, signage, printed collateral, move-in gifts, and digital marketing.
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Icons
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