mermaid { branding & graphic design }

GREYSTONE | COLLATERAL

ASSIGNMENT

The developer/owner of this rental building, Acuity Capital Partners, approached Mermaid, Inc to create a brand & collateral materials that would change the public's perception of this NYC building. Built in 1923 as the Greystone Hotel, the building still has a landmarked sign with this name.

APPROACH

We took a modular approach to the design of the collateral by creating a folder/holder with inserts. We did this because various parts of the building were going to be renovated at different times and we needed to be able to update the individual pieces as they came online, without having to reprint an entire brochure. The logo icon is extremely versatile & it is used as a die-cut on the front of the black folder/holder. Small 4c lifestyle photos on one of the inserts can be seen through the die-cut. We took photos of the beautiful architectural details & used them throughout the collateral. By converting these details into tone on tone B&W, we gave them a feel that was both modern yet in keeping with the classic beauty of the building. The spot UV on the logo, black border & 4c images give the inserts & business cards a luxurious, modern feel.

SERVICES

Branding, Logo, Brochure, Responsive Website, Enviromental Graphics, Photography, Time-Lapse Video, Prospective Tennant Gifts, eBlast

AWARDS

RESPONSIVE WEBSITE: Graphis, Creativity International Platinum | LOGO: Graphic Design USA | COLLATERAL: Graphic Design USA

LOGO

TAG LINE

UWS Classic with a Modern Edge

RESPONSIVE WEBSITE

COLLATERAL

PROSPECTIVE TENANT GIFTS

TIME-LAPSE VIDEO

EXTERIOR BUILDING SIGNAGE

EBLASTS