The logo has the same proportion as the frames of the windows, and the project鈥檚 brochures, website and other collateral all feature a characteristic border.
New York鈥檚 luxury real estate market with no signs of slowing. If you seek proof, look no further than the聽residential condominiums at , a project which is completely sold out despite still being under construction.聽Pentagram worked with the project鈥檚 developer, the ,聽and marketing agents , to create the 150 Charles鈥檚 brand identity and marketing materials. Located in the Far West Village, 150 Charles combines the historic charm of the neighborhood with state-of-the-art architecture. The identity and marketing for the project were designed to support this image of understated elegance.
Designed by Rick Cook of , 150 Charles comprises 91 luxury residences, including 4 penthouses (one listed for $34 million) and 10 鈥渕aisonettes" with their own entrances from the street. The building incorporates the former Whitehall warehouse, and the design includes industrial details that help integrate it with the surrounding streetscape. Cook鈥檚 work is recognized for its 鈥渂iophilia,鈥� or connection to the environment, and 150 Charles will surround a lush courtyard garden and feature cascading planted terraces that overlook the Hudson.
The branding uses a graphic motif inspired by the distinctive grid of windows in 150 Charles鈥檚 fa莽ade. The logo has the same proportion as the frames of the windows, and the project鈥檚 brochures, website and other collateral all feature a characteristic border. In the sales book, renderings of the development and photographs of the neighborhood by alternate with pages of details, set in a grid. End pages fold out to reveal historic maps of the area. Copy is minimal, with quotes from Steven Witkoff, Rick Cook, and interior architect 聽 serving as the voices of the project.
The identity is set in Mercury Display, with Futura as the secondary typeface.
Office
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