517 West 29th
Project DetailsLiving New York was hired to launch new development sales of 517 West 29th Street in New York. I was hired to serve as Marketing Creative Director.
Client
Role
Brand and marketing strategy, Art direction of staging and photography, Creative Direction of new branding.
Project Partners
Deliverables
Logo, Website, Sell Sheet Brochure designs, Floorplan designs, Email designs, Social media, Website, Promotions, and Events.
Results
Originally conceived as a condominium development, 517 West 29th Street was forced to pivot to rentals during the pandemic before ultimately returning to the market as a new development condominium offering. To support this transition, the sponsor engaged Living New York to reposition and relaunch the property for sales.
As Brand Creative Director, I led the redevelopment of the project's identity and marketing strategy, creating a refreshed brand designed to resonate with a post-pandemic luxury buyer. My role encompassed the development of a new logo and visual identity, marketing collateral, digital campaigns, sales materials, and property signage, ensuring a consistent experience across every buyer touchpoint.
Beyond branding, I directed the staging strategy for model residences and art directed the furnishings and styling of the lobby, garden, and rooftop amenities to create a cohesive lifestyle narrative throughout the property. By aligning the brand, interiors, and marketing experience, the relaunch positioned 517 West 29th Street as a distinctive residential offering within the rapidly evolving West Chelsea and Hudson Yards market.
And, this won a GOLD ADDY AWARD!
