Client
HFZ Capital
Agency
Wordsearch
Deliverables
Strategy / Brand / Print / Online / Digital / Advertising / Bags / Gifts / Hoarding

Overview
Designed in 1913 by Herbert Lucas in Beaux-Arts Revival style, 11 East 68th Street — The Marquand — is a New York City landmark originally named after renowned financier Henry Gurdon Marquand, one of the founding patrons of the Metropolitan Museum of Art. This classic address sits between Central Park and Madison Avenue and was refurbished in its centenary year by HFZ Capital, known for their sensitive restoration of landmark properties.

Brief
HFZ Capital were transforming this historical building into elegant modern condominiums and penthouses as it celebrated its centenary in 2013. The challenge was to create a brand and pre-let sales materials that communicated the building's place in New York history, its prime location, and the transformation into homes of modern luxury.

Response
Referencing the building's original stonemasonry shields, I redrew the heraldic-like emblem as a modern marque of heritage. Using typography popular in American advertising at the time of construction, with colours and materials sympathetic to its origin and restoration, I created a brand and visual identity with presentation tools and marketing materials. Collaborating with Bill Amberg Studio and Book Works Studio, we produced stunning hand-made bespoke pieces using leather, linen, suede, brass, walnut and beautiful papers for each stage of the customer's journey.