Property Brochures - Avenue Living Residential
A brochure designed to leave with clients, not just hand to them. Built to take messy photos, inconsistent floor plans, and shifting amenities, and still turn out something polished enough to keep.
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Every Avenue Living property needed a physical brochure that residents could pick up during a tour or take home from the leasing office, highlighting the property's features, amenities, and floor plans. Rather than designing each one from scratch, the goal was a reusable tri-fold template that could be dropped into for any new property while still looking custom-built for that specific building. The brochure also needed a clear path to conversion, tying the physical handout to an online application through a QR code.
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Every element had to update per property: photography, copy, floor plans, and even the amenity icons, since each building offers a different mix of features. Some properties came with three or more floor plans, which meant the layout itself had to flex rather than staying perfectly fixed. Source photos were often low quality or inconsistently framed, requiring retouching and expansion in Photoshop to properly fill each image frame. Original floor plans varied in style and quality, so I rebuilt them in Illustrator for every property to keep them clean and consistent. The tri-fold vertical format added a hard physical constraint on top of all of this: every section's content had to stay within its panel, with no room for overflow once printed and folded.
Design Decisions
Much of the work here happened beneath the surface: retouching inconsistent photography in Photoshop, hand-redrawing floor plans in Illustrator for accuracy and visual consistency, and building enough flexibility into the layout to accommodate properties with three or more units. The priority was reliability, ensuring every finished brochure held the same standard of polish regardless of the quality or complexity of what was provided.
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Photo Retouching
Source photography varied in quality, some shots were poorly lit, inconsistently cropped, or simply too small to fill their designated frame. Each image was retouched and expanded in Photoshop so every property, regardless of how rough the original photos were, ended up with the same level of visual polish.
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Rebuilt Floor Plans
Original floor plans came from property management in inconsistent formats and styles, sometimes scanned blueprints, sometimes rough builder sketches. Rather than trying to clean up files that varied too much to standardize, I redrew every floor plan from scratch in Illustrator, giving the brochure one unified visual language regardless of the property's source material.
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Amenity Icon Set
Each property offers a different mix of amenities, so the icon set couldn't be one-size-fits-all. I built out a library of icons representing the range of amenities across the portfolio, so the right combination could be selected for each property without ever looking mismatched or inconsistent with the rest of the brochure's visual style.
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Flexible Floor Plan Layout
Most properties had one or two floor plans, but some had three or more. Instead of forcing every property into the same fixed number of slots, I designed the floor plan section to expand and reflow, so the layout could genuinely adapt to whatever a property required without compromising legibility.
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Swappable Template
Photography, copy, and floor plans all needed to update per property. I built the brochure as a modular system where any of these elements could be replaced independently without breaking the surrounding layout, letting the same template scale to new properties without a rebuild each time.
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QR Code to Apply
The brochure wasn't just meant to inform, it was meant to convert. Including a QR code linking directly to the resident application turned a static leave-behind into a clear next step, connecting the physical piece a client takes home to an actual action they can complete.
Outcome
This brochure became the standard for every property across Avenue Living's residential portfolio, replacing one-off, inconsistent handouts with a single scalable system. Leasing teams could hand any prospective resident a polished, on-brand brochure regardless of which property they were touring, and the built-in QR code gave every property a direct, trackable path from a physical handout to an online application. As Avenue Living continues to grow its residential portfolio, this brochure scales with it, meaning every new property added gets a professional, conversion-ready leave-behind from day one rather than a rebuild.