The development team and sales team approached The Seventh Art with an exciting mandate: to brand one of the final properties on New York’s famed Central Park. With 38 units ranging from one to five bedrooms, the glass-faced building is a decidedly modern gesture by FXFOWLE, referencing the shape of the traffic circle on which is resides.
Located on Central Park’s northwest corner, the property is at the crossroads of two dynamic neighborhoods, the Upper West Side and Harlem. The challenge was to tell the story of these two neighborhoods, alongside the core narrative of life lived alongside and above the park. Lush imagery and understated design dominates the branding, creating an elegant material suite that creates a strong connection between the contemporary architecture and its unique location.
Beginning with a whisper campaign, the branding and marketing generated significant early interest in the project. Covered by the New York Times and other media, the project created a buzz from the moment it launched.
Brand strategy, naming, logo design, 3D visualization, interactive sales app design, floor plans, sales gallery, signage, website, brochure, brand collateral, advertising campaign, copywriting