Red Hook Lofts
Project DetailsLiving New York was the third broker signed to sell the remaining units at 160 Imlay Street in Red Hook, Brooklyn, replacing Eklund Gomes. The nine remaining units sold in under one year.
Client
Role
Brand and marketing strategy, Art direction of staging and photography, Creative Direction of new branding.
Project Partners
Deliverables
Logo, Website, Guide to Red Hook booklet, Floorplan design, Email designs, Social media, Website, Promotions, and Events.
Results
After the property languished on the market for 437 days, the building sponsor engaged Living New York to reposition and relaunch the remaining residences. As Brand Creative Director hired by Living, I led the strategic transformation of the project, identifying a fundamental disconnect between the building’s existing Art Deco branding and the authentic character of the property—a contemporary artist loft community in Red Hook, Brooklyn.
I spearheaded a complete rebranding initiative, renaming the development Red Hook Lofts and creating a new visual identity inspired by the minimal typography, monochromatic palette, and curatorial sensibility of contemporary art galleries. Rather than concealing the unfinished loft units and graffiti-covered interiors, I reframed them as assets, transforming rawness and creative potential into a compelling market differentiator.
To bring the new narrative to life, I conceived and art directed a series of experiential marketing events, including a neighborhood trolley tour, a DJ-driven pre-launch event with Head Hi Books, and an exhibition in collaboration with Red Hook Open Studios. These activations generated press coverage, strengthened ties to the local creative community, and established a distinctive brand position that resonated with prospective buyers.
The result was a cohesive strategic repositioning that aligned the brand with the building’s authentic identity, transforming a stalled development into a culturally relevant destination.
