305 W16 sits at the crossroads of three Manhattan neighborhoods: Chelsea, the West Village, and the Meatpacking District. After sitting dormant for seven years, Centaur Properties bought the property and hired CO OP to help bring this condo building back to life. We needed to create a brand that would turn the building into the neighborhood’s focal point and create a place that people would be compelled to live in.
From its dominant black steel exterior, to its peaceful and Zen-like interiors, 305 W16 creates a discreet presence in the heart of a cultural district. We infused some flair by adding a bold unexpected flash of creativity and irreverence. We topped off the roof with a giant sculpture of a flowering daisy.
Making a bold statement with the building wasn’t enough. We also needed to reflect it in a bold and modern brand. Our brand identity used a combination of strong graphic elements – Ultra Black typography mimicking the monumental building’s aspect. This was complemented with a clean light color palette to express the airy contemporary feel of the units.
Brand Strategy
Naming
Visual Identity
Verbal Identity
Brand and Digital Activation
Brand Campaign
Print and Collateral
Website Strategy & Design
Signage & Wayfinding
Leasing Center