43 & Third is an upscale loft to be built in Midtown Manhattan.

This area of Midtown Manhattan has seen a 47% increase in searches over the past year. It’s especially attractive to recent graduates joining the workforce because of its proximity to midtown offices.

Therefore, the branding relies on nostalgic elegance, contemporary type, and abstract, unique type to draw a curious and up-and-coming New Yorker.

Primary logo

Logo and Typography

The branding needed to be clear, calm, and elegant while paying homage to the location.

The logo needed to feel upscale and contemporary to match what buyers are used to seeing or want to be a part of. Since the audience is also younger, the logo needed to feel fresh and new, while also being as unique as the space.

IAB ads to run on the New York Times website