This project was led by the inspired brand vision that The Seventh Art created, as well as the agency’s astute advice on the architectural style, which ensured consistency and synergy with the brand identity, and its graphic design elements and details.

The brand conveys the cultural richness associated with Columbia University and other prestigious institutions in the neighborhood, communicating a sense of curated history and luxurious academia. The branding was carried across various touch points, including a campaign telling the story of the architecture in relation to the energy of the neighborhood.

“The Seventh Art created an elegant, timeless, enduring brand for Vandewater that enabled the building to achieve record breaking price points for this Morningside Heights enclave. They worked synergistically with the project’s architect to create a coherent narrative that tapped into the culture of Columbia University and distinct architectural elements found in New York’s greatest buildings. The brand’s tagline, ‘A Brilliant Move” communicated to purchasers that moving up to Morningside Heights was a logical and strategic move. Every piece of imagery and collateral reinforced the message that Vandewater was a signature building steeped in history and relevance. Prior to the launch of sales at Vandewater the record price per square foot in the neighborhood had been $2,040. The average price per square foot for homes in Morningside Heights was nearly $1,400, and a Penthouse just sold for $2,245 per square foot.”