We partnered with interior designer Ryan Korban and the marketing team at Douglas Elliman to create the brand story and identity for 40 Bleecker, a new residential building in New York’s Nolita neighborhood. The building represents a Downtown lifestyle, with the details and amenities one might expect to find above Central Park. We used this dichotomy to create a story of contrasts that runs through the work from the identity, to content, to digital.

Much like the architecture, we combined modern and classic elements to create an identity system that balanced these contrasts. The two counterparts forged a new, entirely unique style perfectly suited for this building — and its new occupants.

To bring the building to life in the sales gallery and beyond, we art directed a bespoke collection of photography to showcase the interiors as well as still-life vignettes highlighting the luxury finishes. These images were used across the marketing materials, campaign communications, and website.