20|30: Live How You Dream

Challenge

20|30 is a twin 20 and 30 storey refined residential living space, with a twist. The towers, entirely and uniquely, respect the Green ecological movement, a first and bold step for twenty-first century Beirut. The challenge was to create an identity to reflect the project’s living experience, the quality of life it offers rather than the bricks and mortar itself.

Idea

We chose a twenty-first century woman with clear and precise values – sophisticated, confident, who knows what she wants, where she wants to be – to feature in press ads. A woman who upholds the green values of the towers, she is a woman in control, a woman who cares enough about herself to want to care about the future environment of her country and the wider world. She wants sophistication. She wisely chooses where she wants to reside. But most of all she wants to save the world.