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.
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.
Branding, Logo, Brochure, Responsive Website, Enviromental Graphics, Photography, Time-Lapse Video, Prospective Tennant Gifts, eBlast
RESPONSIVE WEBSITE: Graphis, Creativity International Platinum | LOGO: Graphic Design USA | COLLATERAL: Graphic Design USA
UWS Classic with a Modern Edge