the parkmor, harlem

Award-winning developers Meshberg Group approached us to architect a vision for their newest project, a residential building in a beautiful, historical Harlem neighborhood. Our task: to create a compelling identity for this future entity and invent a visual language for use throughout the property and its online presence.

Inspired by the location - a lush green spot situated between New York’s Morningside Park and Central Park - we began with a deep dive into the vibrant heritage of the area, a peek into its near future, and a comprehensive survey of the crowded residential market in New York City. As a result, we were able to deliver recommendations carefully tailored to the project and its potential customers - a target audience of well-educated young professionals looking for a Manhattan-based residence with the craft and culture of Brooklyn, but a more exciting, ahead-of-the-curve feel.

Our content, centered around the ethos of “Life at the Parkmor,” has enabled visitors not only to viscerally experience this 7-story residence-in-the-making, but also to imagine it as home.

+ NAMING
+ BRAND IDENTITY
+ LIFESTYLE MESSAGING
+ CONTENT STRATEGY
+ INNOVATIVE MARKETING ACTIVATIONS
+ WEBSITE DEVELOPMENT
+ PRINTED COLLATERAL
+ SOCIAL MEDIA