Park River Properties, together with Gaia, approached the seventh art about creating a presence for its new 155-unit rental building in the heart of Hell's Kitchen.
Building off Hell's Kitchen's history as a mysterious, alluring neighborhood, the seventh art established a concept, Enigma, that established a sphinx-like, elegant air around the building. The building name, Nine52, put an innovative spin on the actual address. Cut-off words hinted at the pleasures to come inside the building and piqued the curiosities of potential renters. Foil-stamped materials, such as an envelope that looks like a dossier, further perpetuates the air of mystery. Additionally, the seventh art provided ideas for the building's amenities.
The elegant and slightly playful brand campaign elevates the profile of the luxury rental building and establishes it as an exciting new offering for Hell's Kitchen.
Brand strategy, naming, logo design, 3D visualization, floor plans, website, brochure, brand collateral, advertising campaign, photography, copywriting