Brand naming, and all that jazz

From naming the property to infusing it with its own unique style, Grafik seized the moment and brought The Parker to life. Inspired by jazz music, the name is intended to evoke a brand experience that’s elegant and sophisticated, while simultaneously intimate and relaxed. We created a persona to appeal to our younger, urban-oriented target demo, and this gave us a way to highlight features in a fresh new language—the vernacular of “Parker.”

Our work was featured in the August 3 issue of Communication Arts, but more important was the reaction of our partners at MRP. “Grafik’s vision integrated seamlessly with our design and construction,” noted MRP Residential Principal John Begert. “Every piece of marketing produced by Grafik projects the essence of The Parker.” You can view the full website here.