The move

The cover is an aerial rendering of towers beside the Mississippi, painted with a thick oil-paint filter. In the top right, "TAKE ME TO" in thin letters sits above "THE RIVER" in bold, with "WORK. PLAY. STAY. NEW ORLEANS STYLE." below. A yellow square at lower left holds "THE RIVER DISTRICT".

Why it works

• Our readA lyric-style headline gives the bid a point of view from page one, ahead of any formal title.
• Our readThe painted treatment makes a computer rendering look like local art, which fits the "New Orleans style" line.
• Our readThe yellow badge is the only flat color block on the cover, so the project name is easy to find.

What not to copy

The New Orleans references fit this place only. Keep a tagline from your location's own speech, a treatment on the renderings and a clearly separate name badge.