180 East 88th Street has become a new architectural icon in the Upper East Side. To reach a high-end condo buyer seeking something different in an established neighborhood, the brand needed a new approach. Through revamping the branding, we breathed new life into the property with an identity that’s quintessential New York, and a campaign that offers levity in a traditional Upper East Side luxury real estate market.
Agency: Sideways NYC
Brand Identity
Art Direction
Brand Video
Photography
Website Development
Marketing Campaign
Event Collateral
Out-of-Home & Signage
The visual identity and the redesigned logo takes inspiration from 20th-century pen lettering and architectural designs. We utilized a warm color palette and neighborhood photography that complements the care and craftsmanship of the architecture.
