Raw Mystery

The Raven

Located in the avant-garde neighborhood of Williamsburg, Brooklyn, The Raven is a luxury condominium currently under development. A modern, one-of-a-kind residential space featuring a nonprofit art gallery on the first floors, The Raven is the first mid-size condominium to be developed in the area, with surrounding competitors that are either very small or very large. The building is comprised of 30 residential units spread across six floors, each with a completely different and unique layout.
B+B Capital commissioned Squat New York with the extraordinary endeavor of building the brand for this new development from the ground up. After extensively researching the South Williamsburg neighborhood, the condominium’s target demographic and its interior and exterior structure, we realized our best strategy was to highlight its modernity, sophistication and unique design in all marketing deliverables.

South Williamsburg is an eclectic neighborhood known for its novel eateries, art galleries and thriving housing markets. We set out to create a brand that would appeal to the successful, young creatives and entrepreneurs that frequent the area for the unique, hip culture it has to offer. This type of crowd is constantly looking for ways to differentiate themselves in terms of the clothes they wear, the food they eat and the places they visit. As such, we understood our major selling points would be the originality of the building itself.

In conceiving a name for the development, we wanted something bold and tenacious that would resonate with our audience, yet something that also conveyed its luxuriousness. After many considerations, we chose the name “The Raven”, which perfectly fulfilled our criteria and captures the essence of the building. Not only does the name reflect the strength and industrial feel of the condominium, but it also confers its mysteriousness. Ravens are known for having black feathers, but many often don’t realize or notice that when light reflects off their feathers, they radiate a dark, bluish tint. Similarly, the building has a standard concrete and glass exterior that doesn’t particularly stand out, but upon inspection of the interior one will find some of the most unique apartment layouts in New York City. Our tagline, “Leave all convention at the front door,” further entices our target demographic of hip millennials by appealing to their desire for the extraordinary and unusual.

Our tagline, “Leave all convention at the front door,” further entices our target demographic by appealing to their desire to express their individuality. For the logo, we crafted a minimalistic sketch of a raven comprised only of a single, solid line, which reflects the building’s industrial feel and the strength of its steel window frame. So as to help demonstrate the logo’s intimate connection with the building’s structure, we built a statue that looks to be a miniature replica of the building when viewed straight on, but from a top angle, takes the form of the logo.

The final part of the branding process involved designing a sleek, modern and easy-to-use website that would appeal to potential buyers. Our design features minimalistic interface that gives particular attention to the sharp, high-quality renderings of the condominium’s interior and exterior. We also had to seek out the best way to present potential residents with everything they could possibly want to know, from the building’s backstory to details about room layouts, amenities and room availability. This included choosing a classic, legible webfont that gives the impression that it would be the exact style of a raven’s handwriting were it to take on a human form.

The result of our creative endeavors was a cohesive, magnetic brand identity destined to attract potential residents and establish The Raven as the premier condominium in Brooklyn.

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