Edgecombe Parc Condominium is an apartment complex located in northern Manhattan, nestled in the culture and history-rich heart of Harlem. Surrounded by magnificent views of Manhattan skyline, the George Washington bridge and the gorgeous park, Edgecombe Parc takes modern luxury living to new heights.
Squat New York took on the challenge of creating a brand identity that flaunts the excellence and edgy beauty of the building, discounting existing negative stereotypes about apartments in the area. Imagery was carefully chosen to expose new perspectives on the neighborhood and architecture.
True the clean, avante garde aesthetic of the building, we crafted a logo using boxy typography and a bold set of geometric shapes. The combination of edgy and high end luxury is further enhanced by the monochromatic color palette, heavy on pure black and white. From the stationery to notebooks and calendars, this angled, minimalist style was applied across all brand assets, ensuring a coherent and cohesive identity.
Every aspect of the new brand image accentuates the unique, underappreciated beauty of both the building and neighborhood, framing it in a way that has effectively doubled the interest of buyers and renters.
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