In 2005 CNL launched a new real estate investment trust centered around recreation and lifestyle properties. The objective with the launch campaign was to inform broker/dealers about the innovative REIT concept and provide them with the tools to sell the REIT in order to generate a large influx of cash. The challenge was to appeal to a generation about to retire that didn’t see itself as growing old or slowing down.
As the project’s art director and lead creative, Matt proposed the idea of boldly featuring the under-utilized orange accent color from their logo it as the primary brand color for the new REIT, lending a powerful expression of energy, vibrancy and sunny optimism. Also presented was a proposed consumer-oriented lifestyle magazine the REIT could send to their investors titled VIM (Vital Investor Magazine), which included articles on travel, health and wellness, and wealth management specifically geared to active retirees.