The branding that The Seventh Art created for W13 underscores the building’s urban character and its inextricable connection with the life of the neighborhood. The brand positioning – A New Edge – reflects in an intelligent and innovative way the architectural language of the building as well as the history of the Meatpacking District.

The brand identity embodies the versatility and flexibility of this iconic project, with a customized wordmark that accentuates the “edge” of the typographic forms. The color palette reflects the typical materials of the neighborhood, but introduces a colorful and vibrant twist, reminiscent of the high fashion target audience.