THE CHALLENGE:
The development offered thoughtfully designed residences, retail and shared amenities, but it lacked a clear identity. The challenge was to define what the property represented before translating that strategy into a complete brand system.
THE APPROACH:
Working closely with Hudson Companies, I led the creative direction through a structured brand-building process that began with competitive research and positioning. From there, we developed the property’s name, brand story, tone of voice and visual identity before extending the system across typography, photography, signage, digital, leasing materials and marketing collateral.
THE OUTCOME:
The result was a comprehensive brand platform that supported the property’s launch from leasing through occupancy. By establishing a clear point of view and a scalable identity system, House No.94 created a distinctive sense of place within the Williamsburg neighborhood.
Role
Creative Director
Agency
COMBO
* Competitive research
* Brand strategy
* Brand positioning
* Brand story
* Naming
* Tone of voice
* Creative direction
* Visual identity
* Typography
* Photography
* Signage
* Website direction
* Leasing materials
* Marketing collateral
* Brand rollout