The Seventh Art created a full set of branding deliverables that represent the uniquely luxurious approach of the brand, the innovative vision of the developers behind the brand, as well as the building’s inspiring exterior and interior design. Intersecting with the ingenuity of the architecture, the branding is sleek, streamlined and symmetrical. It
incorporates clean, vertical lines, mimicking the building’s tonal patterns, and reflecting subtle details inspired by the Art Deco period.

As the building marries Art Deco and Modernism, to produce a sentiment that definitely evokes the future, The Seventh Art created brand collateral that showcases the fusion of artistry and ingenuity, beauty and function, geometric patterns and luxurious materials – all with a distinct touch of glamor. The collateral emphasizes high contrast and dramatic spaces, the best of amenities, services, location and innovative residences where life stories are played out in luxury, comfort and tranquility.

The Seventh Art’s approach developed a brand narrative that leveraged on the distinct essence of the building, and its theatrical inspiration. The color palette builds on the rich tones of the 1930’s and 1940’s burlesque era, and is harmoniously balanced by neutral tones to create glamorous elegance. The logotype draws from the personification of the stage life, accompanied by a contemporary mark that works as a super graphic.

Taking cues from the neighborhood, drama permeates all the brand collateral that was created, mirroring the brand essence of The Parker’s transformative environment and its strong concept of delivering great impact and a bold punch through impeccable attention to detail, and a five star hospitality-oriented approach.

The brand positioning and brand identity are strongly rooted in the arts – utilizing illustration, music, and film to express the humanity of the brand and bring the architecture vividly to life.

Working in collaboration with power broker Brown Harris Stevens, The Seventh Art developed a brand that communicates the cultural cornerstones of the quintessential New Yorker. Partnering with renowned fashion illustrator Richard Haines, The Seventh Art developed a brand that takes on even more cultural significance.

“I worked with TSA to develop the branding for 200 Amsterdam, a highly contested project on Manhattan’s UWS. They created a brand for 200 Amsterdam that reflected the central proximity to Lincoln Center, Central Park, and Riverside Park that tied in with the fabric of the neighborhood. The brand is understated and elegant which resonates with the buyers and has helped us achieve record breaking prices in the neighborhood and helped enable us to market and sell 50% of the units in 12 months. The team could not have created a better brand to attract buyers in a highly sophisticated market.”

The Seventh Art’s branding is based on a full immersion in nature, as the project embraces its natural surroundings and provides a “green way” to enjoy life in the heart of Austin’s business district. The branding celebrates organic forms and natural colors, bringing to life elements of the waterfront environment through creative design.

The Waterline is positioned as a prominent gateway and a stunning new waterfront landmark, seemingly rising from the water. Our brand positioning – always growing, always evolving – pays tribute not only to the dynamic essence of nature, but also to the modulated architectural movement of the tower, expressed through its stacked and striated design.

The Seventh Art created branding that positions The Huron as a graceful masterpiece and a brilliant new lifestyle experience, a true embodiment of the incredible spirit of Brooklyn’s Greenpoint – a historically rich and culturally dynamic neighborhood. The branding is centered around The Huron’s strategic waterfront location and the mesmerizing iconic views.

The brand collateral creates a seamless fusion between the vibrant energy of the neighborhood, The Huron’s refined residences, its incredible range of amenities, and the inspiring views that are the centerpiece of each and every part of this landmark building. Through a dedicated photoshoot The Seventh Art captured the beat of Greenpoint, the flow of the river, and the rhythm of life at The Huron.

Developed by Edward Baquero of the Corigin Real Estate Group, the project’s aim was to reinforce the DNA of the street – where Baquero himself was born – and to create building blocks for the future, by leaving a powerful imprint. The Seventh Art developed first a compelling and comprehensive positioning – Everything Considered. The elegant brand collateral that followed included three separate and unique coffee table books, dedicated to: Stern’s ingenious design process, the lifestyle of 20 East End Avenue, and the details of this amazing project.

The brand journey experience extended into a sales gallery that attracted people from all around the world. A full-scale set was built far from the actual project site, but embodied vividly the brand vision and the brand identity. Located at Madison and 64th the sales office was immediately associated with an elite lifestyle and an exclusive price point. This strategic move not only increased exposure but doubled the purchase percentage. One of the penthouse apartments was sold for a record $39 million.

“The Seventh Art created an elegant, timeless, enduring brand for 20 East End Avenue that enabled the building to achieve record-breaking price points for this Upper East Side enclave. The distinctive graphic identity, with its Sackers Gothic and Copperplate fonts, perfectly embodied the fusion of modern and traditional that is reflected in Robert A.M. Stern’s exquisite building design. The brand’s tagline, “Everything Considered,” communicated to purchasers that great steps had been taken to create a home that was personally shaped by the architect, from interior amenities to the exterior facade. Every piece of imagery and collateral reinforced the message that 20 East End Avenue was a signature building in a location that was worthy of its grandeur. Prior to the launch of sales at 20 East End Avenue, the record price per square foot in the neighborhood had been $2,200. The average price per square foot for homes at 20 East End was nearly $3,000, and the full floor Penthouse sold at more than $6,000 per square foot.”

Through a collaborative process with the renowned developer, Compass, and distinguished media teams, The Seventh Art created a high-profile brand that emphasizes the unique design features of the building, its historical context, and its prime location. The marketing campaign and print collateral attracted considerable attention from the press and an audience of luxury lifestyle connoisseurs and celebrities.

The branding created by The Seventh Art presented the project in a spectacular light, bringing out its subtle nuances and displaying it as great art – making Seven Harrison absolutely distinct and recognizable in a crowded marketplace. It created a unique personality for the building, while increasing its value financially.

Through a collaborative process with the renowned developer, Compass, and distinguished media teams, The Seventh Art created a high-profile brand that emphasizes the unique design features of the building, its historical context, and its prime location. The marketing campaign and print collateral attracted considerable attention from the press and an audience of luxury lifestyle connoisseurs and celebrities.

The branding created by The Seventh Art presented the project in a spectacular light, bringing out its subtle nuances and displaying it as great art – making Seven Harrison absolutely distinct and recognizable in a crowded marketplace. It created a unique personality for the building, while increasing its value financially.

The Seventh Art created a comprehensive brand strategy and identity, including naming for this iconic Brooklyn beacon. The brand collateral, including branded brochure, brand bag and other print and digital deliverables, reflects the environment, the materiality and the energy of the project, and the neighborhood. There is a subtle balance between organic materials and lush textures, which mirrors the building’s sense of character.

The brand identity embodies the distinct architectural features of the project, such as the layers of wood slats that suggest new boundaries and capture a sense of territory. The brand collateral incorporates the gritty appeal of Brooklyn with understated eastern aesthetics, with a color palette that builds off an organic alchemy of reclaimed woods, distinctive stones and burnished metals.