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130 William

My role: Creation of brand identity, and sole designer and art director for entire project. Designed custom-lettered logotype, stationery, book design, web design, floorplans, advertisements, signage and environmental graphics. Art director of neighborhood portrait and still life photography (photographed by Peden + Munk), photography of craft of the building materials (photographed by Zach Hertzman, Geoffrey Knott, Hudson Hayden), and video of the process behind building's concrete facade (filmed by Paul Johnston). For architect David Adjaye's first residential tower in New York City, rising 66 stories in downtown Manhattan, the brand identity was inspired by the building's sensorial black concrete façade of arched windows, the lightness and airiness of the spaces within, and the neighborhood’s historic underpinnings. The top stories of the building feature arched loggia balconies spanning the length of the building, and the design includes an open, lush plaza for the neighborhood. The custom-drawn logo consists of arched elements, and the entire brand suite uses dark, textural exteriors revealing brightness within. Characters that weave life into the neighborhood were photographed in a modern portrait style with layered, bright still life images of their work. All the materials used in the building—black concrete with a moon-like texture, Adjaye-designed burnished bronze fixtures, and marble from Italy’s Apuan Alps—were photographed to show the process, the texture and the humanity behind the tower’s form. Designed at Partners & Spade

Project Roles
Art Director, Designer, Letterer
Skills
Art Direction, Design
Media
Books, Logos, Photography, Websites
Project Industries
Real Estate
130 William
130 William
130 William
130 William
130 William
130 William