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Long Island City, NY
TF Cornerstone

Putting LIC on the Map

Located on the Long Island City waterfront, 4545 Center Boulevard is an 820-unit rental building that hit the market at a time when Queens living was a challenging proposition to Manhattanites. Back then, Long Island City wasn’t a popular residential neighborhood. Many believed it simply was too far from all the action in Manhattan. We came on board to create a brand identity and marketing campaign to build brand awareness and position 4545 as an enticing living option.

New York’s New Waterfront

One key element that couldn’t be argued by any LIC-skeptic was that a major differentiator for 4545 was the waterfront access and unobstructed city views. So we built a brand that not only harnessed these selling points but also challenged existing preconceptions. We leaned into all of the waterfront features and amenities residents simply couldn’t get in a Manhattan apartment building. We created a campaign called “NY + More = 4545” to call out all the different experiences one could have living at 4545.

“We’ve had a lot of success over here but nothing like this.”

-Sofia Estevez, EVP, TF Cornerstone

A Highly Targeted Approach

We took our work one step further by targeting Fortune 500 employees who commuted on New York’s 7 line and who worked on the 42nd Street corridor. We launched the “NY + More = 4545” marketing campaign with ads in subway cars and sent branded postcards to human resources executives at Midtown Manhattan companies. 4545 fully leased up in less than eight months. 

How We Made

Visual Identity
Leasing Collateral
Marketing Campaign
Leasing Center


units leased


subway line dominated by ads


pre-leased through subway campaign


leased in 8 months

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