Acuity Capital Partners, the developer/owner of the Greystone Rentals building, entrusted Mermaid, Inc. with the task of transforming the public's perception of this iconic NYC edifice. Originally constructed in 1923 as the Greystone Hotel, the structure proudly displays a landmark sign bearing its historic name.
Our strategy involved a flexible, modular design for the branding collateral, introducing a versatile folder/holder system accompanied by customizable inserts. This innovative approach allows for tailored, up-to-date information, aligning with the building's classic appeal and modern living expectations.
We opted for this modular collateral design to accommodate the phased renovation of different building sections, enabling us to refresh specific inserts as renovations progressed without the need for a complete brochure reprint.
The logo icon, a cornerstone of our design, showcases its versatility as a striking die-cut feature on the black folder/holder, offering glimpses of vivid 4c lifestyle images through the cut-out.
Our photography highlighted the building's exquisite architectural elements, translating them into modern yet classic monochromatic tone-on-tone visuals.
This approach, coupled with the spot UV accents on the logo, black borders, and vivid imagery, infused the inserts and business cards with a luxurious, contemporary essence, perfectly complementing the building's timeless allure.
• WEB DESIGN > Graphis Design | Creativity International Platinum
• LOGO DESIGN > Graphic Design USA
• COLLATERAL DESIGN > Graphic Design USA
UWS Classic with a Modern Edge
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