PMG / JDS DEVELOPMENT
51 UNITS, $1.5 M TO $15 M
When the development team and sales team for Stella Tower – an architecturally significant, 51-unit Ralph Walker building on West 50th Street – initially met with the seventh art, the project needs were clear: To launch the newly renovated Art Deco tower in an impactful way by summer 2014.
After the building name was established following a series of in-depth meetings, the seventh art established a branding direction that evoked the building history yet strongly positioned Stella Tower as central to a Manhattan lifestyle. Key to the messaging was the fact that the centrally located building offered the very latest in design and convenience.
With a strong branding and marketing campaign in place that included a brochure, web site and collateral including a beautifully branded scarf and umbrella, discerning customers were eager to own a piece of Stella Tower. As a result, the building was already 50% sold within the first month of launch, before the marketing plans for the building were even printed.
Brand strategy, naming, logo design, 3D visualization, floor plans, signage, website, brochure, photography, brand collateral, advertising campaign, copywriting