The Berkley

Named for the air duct factory that previously occupied the lot, this building is a 90-unit luxury development project owned by Largo Investments, and designed by the Meshberg Group. This building is the perfect overlap of industrial design meets modern design. The lobby is inlayed with triangular strips of LED lighting, with a minimalist, mid-century modern lounge at each entrance. The naming and branding followed suit. It is not often that I preferred to name a building rather than use its address, but finding a name with relevance to the address and clout of the Berkley was very satisfying. The marketing design combines a modern, stylized and bright type with moody industrial patterns and textures. I created 2 logo variations for different applications of digital and print media. I designed 3 model units for this project, and partnered with local Brooklyn designers to create authentic furnishings to fit the narrative of the different apartments. I created a “rent to sell” business model with the various designers to facilitate the making of custom pieces while staying within our budget. We successfully sold several design pieces for the vendors. This project successfully rented at the highest price per square foot in Williamsburg in 2016.