HERO ILLUSTRATIONS | CREATIVE BRIEF
Themes and style
Themes
For this second round of hero illustrations, we are targeting two very specific themes to be illustrated under the overarching umbrella of commercial real estate. These themes are representative of Avison Young's commitments as a global real estate service provider and should be prominently emphasized in the next round of deliverables. These thematical requirements, specifically for full frame illustrations, are the following:
Requirement 1
INNOVATION
TECHNOLOGY
DATA
This first theme should be representative of Avison Young's commitment to act as an innovator and a data-driven advisor, leveraging real-time information and insights to help our clients realize the full potential of real estate, while creating real social, environmental and economic value.
This theme should also be representative of our proprietary platform, AVANT by Avison Young. AVANT is our company's data warehouse: it stores and aggregates every piece of accessible data/information to generate advanced macro and micro analytics to help our teams work better and our clients make better decisions.
Requirement 2
ESG PRACTICES
SUSTAINABILITY
WELLNESS
This second theme should be representative of Avison Young's firm belief that there is a vital role for commercial real estate to create healthy, productive workplaces for employees, cities that are centres of prosperity for their citizens, and built spaces and places that create a net benefit to the economy, the environment and the community.E nvironmental, Social and Governance (ESG) factors are central to how we consult with our clients, manage our own operations and workplace practices, and our philanthropy.
Human lens
The illustrations should resonate with professionals and businesses from a wide array of industries across major markets in North America, Europe and Asia.
We’re looking at a diversified clientele in an ever changing, post pandemic world that requires guidance navigating today’s evolving market conditions, in an era where technology and environment are key elements of any business strategy.
The illustrations should also resonate with the Avison Young people, who will use these assets on a day-to-day basis. We want our people want to feel represented by the illustrations in an effort to maximize engagement and usage while ensuring broad representation in terms of diversity, equality and inclusion.
Style
These new illustrations must be in perfect alignment with the first round of assets submitted in 2020. In addition, a close attention should be paid to the following characteristics.
ILLUSTRATIVE STYLE
Flat, editorial-style illustrations, with dramatic lighting, chic mid-century modern references and use of complex shadows reflective of the illustrator’s distinctive style.
The illustrations should leverage a similar palette to the first set of assets submitted in 2020.
PEOPLE
Iconic, stylized people in various urban and/or occupational settings. Characters must showcase maximum representation with regards to diversity and inclusion. Variation in body type has also been mentioned as a need. Clothing style should vary from business casual to formal business attire.
ARCHITECTURE
Buildings and urban scenes should be represented in realistic architectural settings featuring streamline moderne/art deco elements. Timelessness is key.
