BFC Partners hired CO OP to define a new brand vision for Downtown Brooklyn with their 400ft SOM-designed residential tower. CO OP’s challenge was to create a brand to stand for transformation in downtown Brooklyn and represent the progressive thinking in potential buyers searching for a new community.
As one of Brooklyn’s first high-end condos, we positioned the development against the superficiality of other condos in the area. Toren, Dutch for tower, represents a new angle on modern living. The new downtown Brooklyn buyer came with a conscientiously cool mindset to the borough. We tapped into the first buyers’ mindset by having them document their life at Toren.
Toren was the first Downtown Brooklyn condo to set a new standard in modern living. The condo provided an opportunity to improve the level of design in people’s lives in many areas. The brand celebrated the condos’ contribution and support of a sustainable living environment.
-Don Cappocia, Managing Partner: BFC Partners
Brand Strategy
Naming
Visual Identity
Verbal Identity
Brand and Digital Activation
Brand Campaign
Website Strategy & Design
Signage & Wayfinding
Sales Center
selling condominium development in NYC that year
potential buyers generated per week
sold in 5 months
in sales that year