A design enthusiast working out of Greenwich Village specialized in building impactful brand experiences for clients globally through branding, creative direction and strategic storytelling.

425 Park Avenue

A bold undertaking developed by L&L Holding Company and designed by Pritzker Prize-winning architect Lord Norman Foster, 425 Park Avenue stands as a testament to intentional design, an ode to architecture, hospitality, wellness, and the arts. L&L Holding Company enlisted our services to develop a brand identity and marketing strategy to launch this iconic tower.

Agency: Conway and Partners | Role: Creative Direction​​​​​​​
The 425 logo is comprised of the illustrious address on Park Avenue paired with three horizontal lines representing the building's crown of ornamental fins. A subtle refresh of its original iteration streamlines and elevates the brand. Emphasis is placed on minimalism, technicality and modernizing typefaces. 
The tagline, "Built for the Bold," was developed to communicate the forward-thinking aspects of the building and the bold undertaking of its creators.
We developed a diagrid pattern inspired by the exclusive club level floor where the expansive windows and innovative facades flood the space with natural light.
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