150 Charles

Brand Identity

Brand identity and marketing materials for the new residential condominiums in the West Village.

New York’s luxury real estate market continues to boom with no signs of slowing. If you seek proof, look no further than the residential condominiums at 150 Charles Street, a project which is completely sold out despite still being under construction. Pentagram worked with the project’s developer, the Witkoff Group, and marketing agents Douglas Elliman, to create the 150 Charles’s brand identity and marketing materials. Located in the Far West Village, 150 Charles combines the historic charm of the neighborhood with state-of-the-art architecture. The identity and marketing for the project were designed to support this image of understated elegance.

Designed by Rick Cook of COOKFOX Architects, 150 Charles comprises 91 luxury residences, including 4 penthouses (one listed for $34 million) and 10 “maisonettes" with their own entrances from the street. The building incorporates the former Whitehall warehouse, and the design includes industrial details that help integrate it with the surrounding streetscape. Cook’s work is recognized for its “biophilia,” or connection to the environment, and 150 Charles will surround a lush courtyard garden and feature cascading planted terraces that overlook the Hudson.

The branding uses a graphic motif inspired by the distinctive grid of windows in 150 Charles’s façade. The logo has the same proportion as the frames of the windows, and the project’s brochures, website and other collateral all feature a characteristic border. In the sales book, renderings of the development and photographs of the neighborhood by Luca Vignelli alternate with pages of details, set in a grid. End pages fold out to reveal historic maps of the area. Copy is minimal, with quotes from Steven Witkoff, Rick Cook, and interior architect Alan Wanzenberg  serving as the voices of the project.

The identity is set in Mercury Display, with Futura as the secondary typeface.

Witkoff Group
Real Estate
Brand Identity
New York
Michael Bierut
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