130 William—

For architect David Adjaye’s first residential tower in New York City, rising 66 stories in downtown Manhattan, I designed a brand identity inspired by the building’s sensorial black concrete façade of arched windows, the lightness and airiness of the spaces within, and the neighborhood’s historic underpinnings. 

I created the custom-drawn logo, consisting of arched elements, and for the entire brand suite used dark, textural exteriors revealing brightness within. I art directed the neighborhood photography: the people that weave life into the neighborhood, photographed in a modern portrait style with layered, bright still lifes of their work. I art directed the photography of all the materials used in the building—the black concrete arched façade with moon-like texture, burnished bronze fixtures, and marble from Italy’s Apuan Alps—to show the process, the texture and the humanity behind the tower’s form.

Client: Lightstone Group
Studio: Partners & Spade
 (now Mythology)
Role: Logo, Brand Identity, Art Direction
Creative Direction: Anthony Sperduti
Copywriting: Marisa Aveling
Initial Creative Partner: Rob Matthews
Photography: Alice Gao, Peden + Munk, Geoffrey Knott, Zach Hertzman, Hudson Hayden
Film: Directed by Paul Johnston
Building Renderings: Binyan Studios
Year: 2018