Working based on a clearly defined brand vision as a strong framework for the project, all elements were seamlessly incorporated through a highly collaborative process. Using Piet Boon’s Dutch heritage and culturally-inspired design style as a driving inspiration, the brand, including naming, reflects functionality and simplicity interwoven with the subtleties of Dutch culture. Details of daily life in urban Brooklyn are carefully integrated into a vibrant design that accentuates connection and a strong neighborhood identity.

A key objective for Oosten was to enrich the lives of its residents, through thoughtful amenities and communal spaces, facilitating the diversity and synergy of the community. That’s why The Seventh Art produced ‘Burgh’ – a free magazine featuring original content about the neighborhood and its offerings. This unique brand collateral not only increased the profile of the building, but most significantly helped integrate Oosten into the fabric of Williamsburg.