Branding & Marketing

50 Clinton Street

Timeless Identity

We created the branding and marketing materials for 50 Clinton Street on behalf of Bravo’s real estate star Million Dollar Listing’s Fredrick Eklund.

The luxurious condominium in NYC’s Lower East side was modeled after the industrial buildings of 1920’s lower Manhattan. In contrast, the interior was designed in a chic modern style with just a hint of Art Deco. We quickly felt that the juxtaposition between the raw industrial materials of the exterior and the highly refined decor, and the stark contrast between old and new, a sort of timelessness define the very essence of this building. More than that, they were, in fact, rendering it extremely attractive.

It was around that timeless contrast that we created our design concept. Through hours of discussion, prototyping, and several presentations, one logo finally resonated with everyone. It was a clever marriage of the number 50 and the infinity symbol.

We proceeded to evolve the timeless essence in the marketing tools, and used the visual identity to connect the brand to the World through a corresponding website and accompanying literature and on site signage. The effort was very successful and resulted in 60% of the units—starting at $1 million—sold in the first month alone. It’s was even more astounding considering the fact that the building has not yet been built.