559w23

559w23 is a new luxury residential building in West Chelsea NY, which boasts six unique duplex residences. UP was hired early on in the project and were able to help advise on a naming and branding strategy before diving into the full brand design and collateral.

Our Services

Brand Design
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Visual Identity
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Collateral Coordination
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Signage & Wayfinding
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Web Design & Development
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Art Direction

We worked closely with the architects and real estate team to develop a custom marketing package which was designed to leave potential buyers with an informative description of the residences. This included creating clean, legible floor plans and elevations for presentation along with a map showcasing neighborhood highlights such as the nearby art galleries, restaurants, schools and neighboring public spaces.

Due to the project's location in a prime New York City neighborhood it was important to design collateral that emphasized West Chelsea's perks to international buyers, while simultaneously creating signage that targeted local residents or visitors to the neighboring Highline or Chelsea Waterside Park.

UP wanted to create an aesthetic that spoke to an artistic sensibility and highlighted some of the key features of the building's architecture. The main selling point of each unit was a double height space with sweeping views of the East River and Chelsea Piers. On the facade these tall spaces created a rhythmic fenestration pattern which began near ground level and extended up the buildings 14 stories. By simplifying this pattern and isolating the repeated line-work we came UP with the iconic logo. This icon became the foundation of the brand which continued consistently throughout the collateral and web design.