Design Army’s pop-art identity for a D.C. apartment building flips the script on real-estate branding

An avalanche of color and an adaptable logo made Gallery 64 a hot ticket in town

Published On
Mar 02, 2023
A colorful print ad with a woman who has different colors of makeup all over her face

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It’s odd that there isn’t more interesting real-estate advertising and branding. As anyone who’s watched Million Dollar Listing knows, making high-end properties feel cool is half the battle—and very little does that better than an eye-catching branding campaign.

Enter Design Army, the D.C. agency, which recently designed an entire identity for Gallery 64, an apartment building in town. The theme is “Living Artfully,” and it’s brought to life with modern pop-art photography, a logo expressed in various ways, and an effortless sense of style.

A collection of Gallery 64's colorful ads

Residents of the building really are living artfully, as they share a courtyard with The Rubell Museum, and also adjoin Culture House DC, a graphic-covered church.

The agency said it took inspiration from the number 64, evoking that momentous culture year of 1964, with the invasion of the Beatles, civil and voting rights signaling for change, and the arts scene exploding with new interpretations of creativity. 

Design Army said the campaign drove strong demand for units, selling 22 of them in two months—often with a waitlist for tours. See more at the Gallery 64 Instagram.

Print ad with a colorfully dressed man blowing a blue trumpet while flipping an egg

This isn’t Design Army’s first foray into real estate. Previous project include a whimsical campaign for luxury properties in Thailand that carried a quirky rabbit theme.

A man in a colorful suit being served a giant plate of Jell-O.

Colorful ad with a man putting different jellies on a bagel

Colorful ad with a woman in workout gear walking a balloon dog

Variations on the Gallery 64 logo


Mar 02, 2023
Client :
Gallery 64
Agency :
Design Army
Chief Creative Officer :
Pum Lefebure
Account Director :
Jake Lefebure
Executive Creative Director :
Sucha Becky
Creative Director :
Mariela Hsu
Creative Director :
Heloise Condroyer
Art Director :
Christos Zafeiriadis
Senior Designer/Animator :
Jason Chae
Animator :
Yeri Choi
Designer :
ZiYi Xu
Designer :
Chloe Jung
Designer :
Yeri Choi
Designer :
Tony Kim
Photographer :
Dean Alexander
Stylist :
Michel Onofrio
Glam :
Dale Johnson
Food Stylist :
Sidra Forman

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