255 East 77

Branding
Lead Design at DBOX
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Client: Naftali Group
Location: New York
Year: 2023

255 East 77th is a luxury residential tower on Manhattan’s Upper East Side developed by Naftali Group and designed by Robert A. M. Stern Architects. The architecture pays homage to the timeless elegance of the neighborhood’s classical apartment buildings while introducing a contemporary sensibility suited to modern city living.

As lead designer, I developed the brand identity in close collaboration with the art director and senior partner. The visual system draws inspiration from architectural details within the building, translating them into a refined identity that balances tradition and modernity.

The logomark was designed using a customized sans-serif typographic approach to reflect the building’s contemporary sophistication. Clean geometry and carefully adjusted letterforms create a restrained yet distinctive mark that aligns with the modern character of the residences while maintaining the understated elegance associated with the Upper East Side.

Final Logo & Brand Mark

The visual language of the identity is inspired by the leaf motif integrated throughout the building’s interior and exterior architectural details. Based on this element, I developed a bespoke leaf pattern system that extends across brand applications.

The motif also informed a series of animations, where the leaf subtly unfolds and transforms, introducing a sense of movement and rhythm that echoes the architectural craftsmanship of the building while adding a contemporary digital expression to the brand.

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