The strikingly original architecture, with its fanning bay windows and cutting-edge façade, warranted an equally out-of-the-box approach to branding. The Seventh Art created a complete brand strategy and marketing campaign that challenged the norm. The logo and underlying grid system references the architectural angles of the building, and textural details, enhancing the contrast in materials and reflection found on the exterior.

To convey the essence of this iconic property, we introduced dynamic graphics, asymmetrically folded floor plans and created an inspired video campaign, with artistic, dance inspired elements, breathing energetic motion into the brand.