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creativesoldier.com

1 8 0 M A I D E N L A N E P R O P O S A L

Creative Soldier brings true creative expertise in the world of real estate by focusing on brand identity that resonates across all platforms from traditional to digital. Our team includes designers, strategists,

programmers, videographers and writers that collaborate on spectacular, one-of-a-kind campaigns.

CREATIVE SOLDIER 180 MAIDEN LANE PROPOSAL

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C O N T E N T S

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P6

P31

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T E A M

E X P E R I E N C E- PUCK

- ECHO BRICKELL

- MUSE

- CARLTON HOUSE

- MERCEDES HOUSE

- DUMBO HEIGHTS

S C O P E O F S E R V I C E S

M A R K E T I N G S T R A T E G Y- MARKETING MATERIALS

- WEB SITE

- SOCIAL MEDIA & DIGITAL

- DIRECT MAIL CAMPAIGN

- ADVERTISING

T I M E L I N E

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P35 B U D G E T

Creative Soldier is truly thrilled with the opportunity to work with 180 Maiden Lane. After touring the building, our team is certain that we would create dynamic, exciting materials for the projectwe already have so many ideas. is project has the potential to be the next most-talked-about building in the city, and we believe we are the agency that can help it get there. Heres what we can bring to the project: were a small agency, so we can oer 180 Maiden Lane our undivided, personal attention on all matters. We think this sets us apart from bigger agencies, and we believe that it aids the creative process, too. eres no time-wasting here. We see our role plainly: to elevate your brand. Inside this proposal, we included ideas for 180 Maiden Lane. ere are also examples of our work, team member bios and lots of strategy for you to browse. is is just the beginning of the concepts we can bring to the mix. Once we begin collaborating, we can bring the project to life in an unimaginable way. We appreciate your consideration of Creative Soldier as the agency on record for the 180 Maiden Lane, and we look forward to discussing concepts further. ank you, Creative Soldier


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C O V E R L E T T E R

We are Creative Solder, a full-service creative agency built on big ideasand driven by results. Creative Soldier includes designers, strategists, videographers and writers that collaborate on truly unique real estate campaigns. Our print and digital design, brand identities, packaging, websites, digital apps and online brochures turns heads and creates business for our clients. We come from a variety of backgrounds that inform the amazing work we do together. Most importantly, a determined spirit and focused vision unite the work we do.

We have built a fully collaborative, interdisciplinary team. We believe that good ideas can come from anywhere and we work together to build the right campaign for each project. We listen to our clients and we make sure that our work is on message and result-orientated to maximize budget and schedule. Our team works hand in hand with developers, architects and interior designers to build advertising that turns heads and creates business.

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T E A M

W H O W E A R E

We're Creative Soldier. We believe in nding the right voice and strategy for the real estate brands we serve by nding the individual elements that make a project truly special. We've designed, developed and built-out some of most advanced digital campaigns in real estate. Our websites are responsive and visually stunning. We've created websites, digital apps and online brochures that have made waves in the industry and driven measurable results for the brands we serve. We pride ourselves on our ability to bring a diverse group of insights to any project.

W H A T W E B R I N GT O T H E B A T T L E

At Creative Soldier results come rst. Our team believes in working hard to nd the big ideas that make a dierence. We are a fully integrated agency, building campaigns from the ground up. We create advertising that works. From research and strategy, to ideation and concept, design and implementation, we work with our clients to ensure that were on message and brand specic. We believe in a battle-tested Plan of Attack that gives our clients the edge in the ght against white noise.

O U R P L A N O F A T T A C K

CreativeBRAND IDENTITIES

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B I O

Joshua founded Creative Soldier on the

ideals that he believes are most

important: innovation and the constant

aim for perfection. He strives to develop

creative, business, media and online

strategies that move the needle and most

importantly, are right for the client.

Perpetually researching the latest ways to

promote our clients, his intuitive

business and marketing savvy has won a

robust portfolio of clients.

JOSHUA ABEHSERAPrincipal

WINFIELD FOSTER Senior Graphic Designer

Nine-year graphic design veteran

Wineld fuses his passion for the

creative process with practical projects,

giving clients the best of both worlds.

His design process begins with the

clients goals, and he keeps the

conversation going throughout the

entire project.

Pavel has been designing for 8 years. His

specialties include all aspects of

branding, including logo design,

packaging, information hierarchy and

establishing styleguides. Hyper-focused

and industrious, his preferred method of

work is taking his time to get the best

result possible.

PAVEL KOZYAKOVGraphic Designer

Educated at Chicagos Art Institute,

Ningchao has expertise in all things

graphic designincluding typography,

visuals and conceptual design. His

design approach is orderly throughout

the whole process. He handles

brochure, graphic and logo design.

NINGCHAO LAIGraphic Designer

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Felicia is a trained journalist, editor and

writer. She handles the bulk of

copyfrom brochures to pithy

headlines. Daily, Felicia spends a chunk

of time researching brands and coming

up with plenty of strong copy options

for the team to review.

FELICIA GREIFFCopywriter

EMILY PARSONSCreative Assistant

Emily is the go-to person in the oce

for scheduling, inquiries and

administrative tasks. She assists the

team in brainstorming, conceptualizing

and making sure that deadlines are met

in a productive, collaborative

atmosphere. Additionally, she was

trained in studio art and illustrating, so

shes a creative resource for projects, too.

Bartek has a decade of experience as a Wordpress magician and front-end developer

for many European ad agencies, including Havas Worldwide. Since 2012, Bart has

worked with Leszek Juraszczyk as the development duo for Creative Soldier.

Together, they create stunning and superbly functional websites, apps and anything

else the client may need.

Before Creative Soldier, Leszek worked as Art Director for two of the biggest

advertising agencies in the world: Saatchi & Saatchi and Havas Worldwide. His

experience with brands such as Microsoft, Coca Cola and Toyota inform the brilliant

work he does with Creative Soldier as developer. In addition, his illustrations and

interaction-design have been featured on Awwwards, Site Inspire and Behance.

Result-oriented and multi-talented, Dmitry expertly carries projects from

conceptualizing to execution with specializations in CMS, web development, web

applications and solution architecture. With 15 years of IT experience, he brings a

sharp eye and skillful perspective to every project.

CHRIS VALORIVideographer

Orlando native Chris can only be

described as a jack-of-all-trades. Chris

runs the whole gamut of video

production, from coordinating

post-production and editing components

of video to shooting and assisting camera

operators. He prides himself on

recognizing and articulating a distinct

voice for each project.

BARTEK SZEWCZYKDeveloper

LESZEK JURASZCZYK Interactive Art Developer

DMITRY KURILOProgrammer

Creative Soldier creates branding, digital presences and traditional

campaigns for some of the most thrilling and modern spaces in the

world, and were eager to do even more. Weve worked with names such

as Extell, e Kushner Companies, RFR, Invesco, Two Trees, e

Trump Organization, PMG and International Sales Group, and we

have 15 years of experience in the business.

Creative Soldier is a full service creative agency. What does that mean? It means that we tackle marketing from every angle. From traditional to digital, we create a plan of attack that attracts an audience in all major media channels. We believe in blending the creative with the iterative to garner results. We start with research and build engagement, interaction and involvement by creating the right marketing campaign for our clients needs. Our diverse team of strategists, designers, developers, cinematographers and writers work together to build cutting edge campaigns that resonate through any medium.


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AN EXPERIENCE FOR VIEWERS WORLDWIDE

Creative Soldier worked with Kushner Companies to create a

brand for the Puck Penthouses: six luxury residences atop the

Puck Building in Soho. We built a website and an accompany-

ing promotional lm for the homes so potential buyers in New

York and elsewhere could acquaint themselves with the

residences and history of the building before touring. e

challenge was presenting the homes in their full glory; after all,

these homes had no match in the city. Each multimillion-dollar

residence boasted the nest nishes possible. We set to work,

aiming to position the homes as the nest in the world.

BUILDING THE PUCK PRESENCE

We created a web experience and lm for the penthouses. Both

creations focused on the rich history of the Puck Building and

the lavish, spacious homes at the top. By focusing on the

design, architectural process, amazing neighborhood and

gorgeous nishes, we told a meaningful story that Sothebys

International could use to engage the buyer who deserves to live

in this masterpiece of a home.

P U C K

Case Studies

Presenting Luxury Properties Like Never Before


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BUILDING A LEGEND BEFORE ITS REVEALED

Creative Soldier constructed an entire identity for Echo

Brickellcreating a legend before the condominium was even

in existence. We expanded and extrapolated on the information

provided to us, aiming to increase the allure and glamour of the

homes with an impossibly gorgeous website, renderings and

brochure.

e goal was to bring the Echo Brickell residences to the

market strongly before the condominium was even built. e

challenge was building traction and drawing buyers to Echo

Brickell; the dream and reputation of the residences needed to

spring to life.

AN UNBELIEVABLE CONCEPT FOR

UNBELIEVABLE HOMES

Like the Echo Brickell condominium itself, the materials we

produced needed to be stylish, functional and cutting edge.

Using the clean design of the Brickell building and invoking

the vibrancy and energy of Miami, Creative Soldier built a

beautiful, user-friendly brochure and app that combined

photography, video and copy to tell the story of this incredible

new building.

AN APP TO END ALL APPS

To match the innovation and brilliance of the Echo Brickell

homes, Creative Soldier had to create incredibly impressive

accompanying technology. Our huge idea came in the form of

an app: it would assist brokers and buyers by estimating costs

for customization. Exact nishes would be specied for each

room in the home, and the app would estimate the cost. Not

only did the digital brochure and brokers app showcase the

Brickell to prospective buyers in the United States, but they

also allowed a whole new international audience to view the

incredible properties. By May 2014, over 70% of the Echo

Brickell properties were sold.

echobrickell.com

E C H O B R I C K E L L

Case Studies

Constructing A Campaign for Miami's Most Vibrant Homes


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INTRODUCING MIAMIS BEST-KEPT SECRET: MUSE

Creative Soldier had the opportunity to showcase unimaginable

grandeur for the Muse residences near Miami. Our challenge

was preselling the building and building the dream without

anything tangible in place. Our plan was to attract buyers to

the location by emphasizing the nest details that made the

project unique. We positioned the Sunny Isles, Florida location

as perfectly situated near Miamiclose enough to enjoy the

arts and culture of the city, but also a well-kept secret with

access to upscale shopping and a sizzling nightlife scene.

By telling an engaging story, we succeeded in pre-selling more

units then any other condominium in the city. Miamis best

kept secret was out; Muse was on the map.

DESIGN THAT SERVES THE USER

Creative Soldier believes design should serve the user,

organizing information in a palatable, attractive way. We began

the process with a goal: to highlight the homes most incredible

qualities, delivering a high-end, easily digestible product to the

consumer. Ultimately, the key specs and details had to be

successfully communicated to prospective buyers, so our

process revolved around information design. Our designers

strategized, and the concepts took shape.

INNOVATION (WHAT WE DO BEST)

We envisioned a spectrum of designs for Muse: a website,

hardcover brochure, interactive digital brochure, and email and

print campaigns. If there is a make the most of cutting-edge

technology in our designs, Creative Soldier will nd it. For a

special project with Muse, Creative Soldier originated concepts

for the sales boutique inspired by art featured in the residences.

A video was projected onto the boutique ceiling, and the walls

were wrapped with renderings. is is one example of the

inventive work we dopushing real estate design to a whole

new, electrifying level.

DIGITAL BEYOND COMPARE

We always use technology to our clients greatest advantage.

From the interactive oor maps to the responsive imagery on

the landing page, the Muse project is an example of our

industry-leading digital design that repeatedly amazes clients

and stirs users.

museresidences.com

M U S E

Case Studies

Realizing A Vision with the Muse Oceanfront Residences


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WE ALWAYS APPRECIATE A CHALLENGE

e Creative Soldier team had to pre-sell residences at e

Carlton Housea luxury condominium. ere was one

particular challenge with the residences: the ceilings lacked

height, an important factor for potential buyers. Prospective

buyers could go elsewhere and get more for their money. We

had to nd out an answer to one question: what did e

Carlton House oer that other residences could not?

A LOCATION SOLUTION

With a little research, we discovered the selling point of e

Carlton House: the location. Situated at Madison Avenue and

61st Street, the address is one of the most sought after areas in

New York. Creative Soldier began designing the Addressed

campaign for e Carlton House, focusing on the cultural

aspects near the project, including art and historical hotspots in

the neighborhood. e design aesthetic appealed to a more

traditional and elegant-minded audience. Marketing materials

took on a vintage look while still maintaining the ideas of

wealth and comfort.

e resulting campaign brought a ood of top brokers and

prospective buyers into e Carlton House sales oce. e

residences began selling out.

thecarltonhouse.com

Turning Luxury Apartments into Luxury Homes

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HOMES WITH LIGHT, LUXURY AND LIVABILITY

Creative Soldier created a vivacious brand that set the tone for

Mercedes House, a contemporary residential development in

Midtown, Manhattan. Initial research for the project concen-

trated on the condominiums many oerings. What would set

this residence apart from other impressive luxury developments

in Midtown?

POSITIONING WITH IMPACT

We decided to brand the residence as New Yorks next

architectural icon. With its unobstructed views of the Hudson

River and spiraling 30 stories, the glass structure truly makes an

impression on its surroundings. Additionally, we highlighted

the extraordinary and expansive Mercedes Club as well as a

unique outdoor pool space that would make Las Vegas jealous.

RENTED IN RECORD TIME

In branding this project and targeting the key demographic, we

were able to rent out the building in record time. e residenc-

es sold so quickly that Invesco Ltd. bought out the remaining

two oors of the building to share a piece of the success we

delivered. We owe our success to our design teams clever media

strategy: we used subway and train ads, guerilla neighborhood

marketing and exciting promotional events and materials. e

results were stunning.

Creating New York's Next Iconic Space

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Case Studies


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CHANGING THE RULES WITH DUMBO HEIGHTS

Creative Soldier went far and beyond commercial and

residential advertising with Dumbo Heights. With this

awe-inspiring and inuential design, the game changed.

On the brink of transforming into a sleek tech campus, the

Dumbo buildings held the makings of a masterpiece. Using our

unique perspective and fantastic creative resources, we

unearthed a vibrant culture in Dumbo Heights and painted a

story in a way that had never been done before. Soon after

completion, word was out: Creative Soldier was in the mix,

bringing an incomparable standard of work and an electric buzz

in the advertising business.

CREATIVE THINKING FOR AN INNOVATIVE

NEIGHBORHOOD

Our challenge was building brand and strategy for one the

most ambitious real estate projects in the history of the

Dumbo. For inspiration, Creative Soldier looked to the

neighborhood itself: the cultural boom and rising interest in

the area oered a ripe background for a compelling, attractive

story. We set to work, aiming to transcend usual advertising

with one of the most unique projects in Brooklyn.

RESULTS THAT SPEAK FOR THEMSELVES

e key of any product is to let the results speak for themselves;

after all, interest in the property is only as strong as the

advertising. With Dumbo Heights, its clear that the product

was wildly successful. From logo and web design, to strategy,

content and video, Creative Soldier put together a 360-degree

campaign that has been heralded as some of the best commer-

cial real estate advertising ever created.

In May 2014, Internet giant Etsy leased 200,000 square feet in

the property. Soon after, WeWork signed a deal for 90,000

square feet. is is truly just the beginning for this highly

sought-after property. Dumbo Heights is alivewith a culture

and beautiful aesthetic dened by Creative Soldier.

Distinguishing the New Campus in Brooklyn

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Case Studies

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Creative Soldier has a total of 18 team members who handle all

aspects of print and digital design, branding, content and app

development. e team includes designers, developers,

cinematographers, writers and jacks-of-all-trades. Were an energetic

group that prides itself in eciency and remarkable results.

At Creative Soldier, we oer a personal environment for our clients.

We respond to questions right away, and were not bogged down like

larger agencieswere quick and ready for action at all times.

Additionally, we do everything in-house, so the turnover rate is

impossibly fast. Collaboration is a vital part of the process, so we

keep our clients in the loop every step of the way.

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Our outstanding designers have garnered the highest

accolades from clients over the years. We consistently deliver

exceptional materials that gain buyer interest immediately

and keep it for the long haul.

Our experience in marketing materials is well rounded, from

traditional methods to not-so-traditional methods. We know

that print and digital marketing are very much alive; we aim

to send the clearest, most concise messaging in whatever

format we use. Of course, we deliver the highest standard of

web design possible, regularly receiving praise about our

well-focused, beautifully designed websites. We also go far

and beyond the normal scope of branding and marketing,

creating specialties like mugs, t-shirts and beanies for our

clients. With our enthusiasm for what we do and our clients

dreams, we are able to create just about any iteration of a

brand.

Creative Soldier believes in setting the bar higher by using

technology and social media to our clients greatest advantage.

Our web designers and programmers have years of

experience. ey can execute just about any idea we

haveeven incredibly complex and abstract concepts. We

pride ourselves in the cutting edge digital technology we

produce, and our commitment to cutting-edge apps and sites

truly sets us apart from others.

For social media needs, Creative Soldier recommends having

constant dialogue with perspective tenants in an engaging

way using the following platforms:

Linkedin: Content could be created for Linkedin based on

best practices for the site--thought leadership articles and

posts relevant to 180 Maiden Lanes future tenants would be

the main focus.

Facebook: By keeping a regualr presence on Facebook, 180

Maiden Lane could gain access to many dierent types of

business people. We would focus on TAMI industry current

events and relevant content that would increase followers,

readership, and interest.

Instagram: Instagram is a great place for businesses to

exemplify their cultures. Creative Soldier could produce

regular content to pique the interest of potential tenants.

Creative Soldier knows digital. We know traditional. Most importantly, we

understand that great thinking is key and that a communicative client

relationship is always at the heart of outstanding results.

MARKETING MATERIALS

WEB SITE

SOCIAL MEDIA & DIGITAL




Creative Soldier creates branding, digital presences and traditional

campaigns for some of the most thrilling and modern spaces in

the world, and were eager to do even more. Weve worked with

names such as Extell, the Watergate Hotel, International Sales

Group and Euro Capital.

For 180 Maiden Lane, we recommend the following publications:

- e New York Times

- New York Real Estate Journal

- e Real Deal

- Curbed NY

- e New York Observor

- Crain's

- Globest.com

- WIRED Magazine

- Adweek

- Information Week

- Wall Street Journal

We work with those who deliver the nest products and

experiences, so its truly a privilege to advertise for our clients.

Our specialty is in modernizing brands that may not have a

technological solution for their advertising. We create advertising

that works. From research and strategy, to ideation and concept,

design and implementation, we work with our clients to ensure

that were on message and brand-specic. We believe in a

battle-tested Plan of Attack that gives our clients the edge.

ADVERTISING

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SOCIAL MEDIA & DIGITAL

DIRECT MAIL CAMPAIGN

A direct mail campaign has to be memorable, engaging and help drive the message home.

For 180 Maiden Lane, we would like to convey the integrated culture of the buildingwe think some new and exciting programming would be a great t for the brand. New technologies such as video brochures prove to be very eective sales tools. Were excited to explore options in new media with 180 Maiden Lanewhether its an app, site, or some other impactful way of communicating with potential tenants.

Youtube: Creative Soldier would like to produce a series of lms

based on the neighborhood interviewing people who work in the

area, interviewing analysts and ooding the Youtube channels with

positive content on Downtown Manhattan, specically 180

Maiden Lane.

Additionally, Creative Soldier would create unique content on

TAMI blogs, inspiring readers with relative content to the industry.


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Initial meeting to establish deliverables, goals and objectives.

Creative Soldier creates rst drafts of possible print, web designs.

Client delivers feedback for designs during the second meeting.

Creative Soldier creates second drafts for print, web designs.

Web programming, app development begins if client has specied a

need for website or app deliverable.

Further edits and drafts are created for client's print or digital

needs. Email blasts and assorted graphics are created prior to

project launch.

T Y P I C A L T I M E L I N E

Creative Soldier is an agency that likes to work in a timely, ecient way.

Once a proposal is accepted, we like to begin working right away. Here is a

sample of how our process usually goes:

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6 OR LATER

e rst stage would focus on strategy and establishment of a

marketing plan and all deliverables.

e second stage would be design and execution of the deliverables.

e third stage would be the review of the deliverables, as well as

an assessment of goals.

ere are many more categories than are listed above including email

marketing, direct mail campaigns, online advertising, app development,

assorted signage, renderings and many others. Estimates for these

projects will be provided upon request.

$22,500

$42,000

$7,500

$17,550

For prices a la carte, see below.

Website Splash Page: includes the concept and strategy for

the Trump splash page.

Basic Website: includes the art direction, selection of web

company, administration, and production coordination

Sales Brochure: includes the concept, strategy and design

of brochure that articulates the Trump Hotel Collection,

the design, art direction, layout, digital composition,

typesetting, correcting and mechanicals

Singular Hotel Piece: Highlight each individual Trump

Hotel; intended to be distributed in order to bring

awareness to future partners. Concept and design of

4-6 panel, art direction and layout included.

Photography supervision: Photo concept and strategy

for a hotel shoot; materials used in individualized

campaigns. Supervision, edits, administration,

coordination, etc. for a day of shooting. (Models, stylists

and props are billed separately)

Creative Soldier works in a series of stages

For a consulting fee, Creative Soldier would charge $40,00 for a

minimum of 6 months. If necessary, this period could be extended

by the client.

CREATIVE SOLDIER 546 West 44th StreetPROPOSAL

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