MURRAY HILL, NY
An existing rental building on the East Side embarked on an update, complete with new interior design. The Seventh Art was called upon to create a new name and branding campaign that would elevate the profile of the building.
After conducting a mini-market study, The Seventh Art concluded that the strongest facet of the project was its ability to connect residents with everything outside its doors. A naming exploration yielded Vantage (for the advantage of the location) and the graphic system, with its bold blue color, geometric shapes and minimal copy, was consistent with the idea of exploring the world outside your door. People’s profiles were superimposed over scenes of New York to show who might live here.
While going through its renovation, Vantage had already witnessed a rent increase, due to the upscale repositioning of the property by The Seventh Art.
Brand strategy, naming, logo design, 3D visualization, floor plans, signage, website, brochure, photography, advertising campaign, copywriting