How Sweet it Is -The Bakery Square project







See full portfolio of illustration samples on my web site at stevensalerno.com 


I recently completed a project with Larry Fredette, Creative Director of Fredette & Associates in Pittsburgh on the advertising and other print promotions for a new commercial real estate development project named BAKERY SQUARE, near the corner of Fifth and Penn Avenues, transforming the former Nabisco factory into a mixed-use center that is quickly filling up with retailers and big-name corporations and institutions. The developer is Walnut Capital of Pittsburgh.

Posted here is the magazine print ad I recently completed employing the character of a baker as the visual anchor and tie-in with the site name. The baker is mixing the four catchy theme words of the ad copy, WORK, SHOP, PLAY, STAY. 

I also created a long horizontal graphic which was installed as a temporary “barrier art mural” at the site location… in fact this image was enlarged to a size of approximately 150 feet long by 20 feet high, the equivalent of about 2 stories high and nearly a city block long! See the architectural drawing depicting the side view of the massive renovated Nabisco factory and how my long outdoor graphic is positioned along the street level. The other images posted are details of this giant graphic image which has four themed panels engaging the four theme words: work, shop, play, stay.

I created the magazine ad image in Photoshop, but the long horizontal image was created in Adobe Illustrator (vector based imaging) at a proportional 20″ tall x 150″ wide, – which enabled it to then be scaled up by the design team to its final giant size without any loss of crisp edges and detail. At the bottom are the lamp post banners which were created pulling elements from the barrier mural art, and re-formatting them to fit the vertical composition. 

If you are in Pittsburgh, visit the site and send me some pix!







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