The team at 75 Wall Street came to The Spark Group looking to develop a new creative identity for the sales launch of the finest condominium residences atop the Andaz Hotel. Located in the heart of the thriving Financial District, the building offers 364 luxury residences with access to integrated hotel services to offer the best of modern city living.
We knew the building’s new branding needed to evoke the feeling of modern luxury that defines the character of 75 Wall. To accomplish this, our creative strategists and designers worked closely together to create a series of marketing collateral that would immediately convey this sense of ultimate luxury while teaching visitors about the building’s features and amenities.
Our team designed a new logo whose structure mirrors the building’s luxurious nature while reflecting its ideal location on Wall Street. This logo was paired with a color palette that further instills this sense of luxury. Our team chose a maroon accent that conveys dignity and ambition, while the charcoals and whites are stylish and timeless, conjuring the sense of elegance and calm sophistication that we want visitors to feel when they connect with the 75 Wall brand.
This new branding was applied as we developed a sleek package of printed collateral distributed to all potential home buyers. Our teams collaborated to design 75 Wall’s floor plans, fact sheet, and a custom sleeve to contain these items. We also designed the brand’s e-brochure, e-mail blasts, direct mail pieces, renderings, and display advertisements.
To better help potential home buyers imagine themselves in these luxurious homes, The Spark Group created a body of photographs depicting the interiors of the residences, as well as surrounding neighborhood. These images capture the essence of life at 75 Wall Street, allowing online viewers to experience the brand before they step foot in the building.