For architect David Adjaye’s first residential tower in New York City, rising 66 stories in downtown Manhattan, I designed a brand identity inspired by the building’s sensorial black concrete façade of arched windows, the lightness and airiness of the spaces within, and the neighborhood’s historic underpinnings.

I created the custom-drawn logo, consisting of arched elements, and for the entire brand suite used dark, textural exteriors revealing brightness within. I art directed the neighborhood photography: the people that weave life into the neighborhood, photographed in a modern portrait style with layered, bright still lifes of their work. I art directed the photography of all the materials used in the building—the black concrete arched façade with moon-like texture, burnished bronze fixtures, and marble from Italy’s Apuan Alps—to show the process, the texture and the humanity behind the tower’s form.

Professional or Personal
Professional

Creative Discipline
Graphic Design

Role in Project
I was the sole designer and art director of the entire brand identity. I designed the custom-lettered logo, all the collateral and stationery, an 80 page book about the building, all print and out of home advertising, the entire website, floorplans, and environmental graphics for the sales gallery. I also art directed and was on set for four different photoshoots with three different photographers, and art directed illustration. I presented to the clients weekly over the course of 16 months, and provided a style guide.

Project Credits
Agency: Partners & Spade (now Mythology)
Creative direction: Anthony Sperduti
Copywriting: Marisa Aveling
Still life & portrait photography: Peden & Munk
Craft / material photography: Zach Hertzman, Geoffrey Knott, Hudson Hayden
Initial creative partner: Rob Matthews