Portfolio Book—Over 20 Years of Projects and a Book—Primavera Book
Client
We are an ambitious and creative Romanian real estate developer. We collaborate with talented architects to create innovative projects, with a focus on office and residential properties.
We view every project we undertake as a commitment to improving people’s working and living conditions. We learn and grow with each project, pay attention to every detail, and never compromise on quality.
Our first project began in 2001, and since then, we have added 17 more to our portfolio. Through all of our projects, without exception, we strive to have a positive impact on the city from both an aesthetic and functional perspective.
On the following pages, you will see our journey from 2001 to the present.
We are proud to show you how we have managed to transform small urban areas through our projects.
Let’s get started!
Portfolio Book – The Problem
Primavera Development has built a number of landmark projects in Bucharest and throughout the country. To highlight them and easily present them to future partners, the company needed a catalog that would include them all.
Portfolio Card – The Solution
Although we are in the midst of the digital age, we chose to create a printed piece—not to cling to the past or to show a penchant for tradition, but to suggest a connection to architecture, blueprints, and paper, and to have a tool that’s easy to use in future meetings. We also wanted our attention to detail to convey, from the very first encounter with this material, that this is in the company’s DNA.
I didn’t create a catalog; I wrote a book. I arranged the 15 projects in chronological order, seeking to highlight the developer’s courage in constructing buildings to very high standards in a world (Romania) where this goal is difficult to achieve – Primavera Development – The Pursuit of Excellence on a Mined Field.
To create something different, we made a series of choices:
- The book’s dimensions are unusual —it is large and in landscape orientation to allow for printing photos in the correct format—33×27 cm—in a closed book.
- We use 15 sheets of tracing paper inserted at the beginning of each project, on which we have printed (in negative) the project number
- The covers are made of very thick cardboard, and I cut a large opening in the front cover to allow the logo on page 1 inside to be visible.
- In contrast, I used the non-colors black and white and a series of geometric patterns that suggest the idea of chronology.
- I created a series of simple layouts that blend photographs and sketches harmoniously to showcase the projects
It was very difficult to print this book, given its many non-standard elements and large dimensions.
This is one of the projects we initially thought would be very simple, but which turned out to be extremely complex and required much more time than we had originally estimated. We took responsibility for this mistake and worked as long as it took to achieve a result we could celebrate together with the Primavera team.
