1399 Park Avenue

UPPER EAST SIDE, NEW YORK

THE BACKGROUND
Heritage Real Estate Partners had an enviable name for its new luxury condominium offering, but needed to highlight the building’s “just north of desirable Park Avenue” location in a way that would attract young buyers to this section of Park.

THE PROCESS
The Seventh Art created a tag line, “Classic by location. Modern by design.” that established that there was a new way of living on Park Avenue. We created a brand strategy, “Texturize,” that showcased the upscale, elegant array of materials used in the building, with the graphics heavily inspired by a massive marble slab that was a key design element in the Lobby. Bold photographs of materials, lively lifestyle photography that highlights the nearby Central Park, white space, and thick, textured paper were all in step with the brand story.

THE RESULT
The resulting materials projected an upscale feel that is in line with the offering, yet also feels cool and new for the neighborhood, marking a new era for and new arrival on Park Avenue.

SERVICES
Brand strategy, logo design, 3D visualization, floor plans, website, brochure, photography, advertising campaign, copywriting

Website: 1399park.com