200W60

IF Studio was brought onboard to rebrand Concerto after the rental building underwent significant renovations to both its units and amenity spaces. Taking inspiration from the immediate neighborhood, known for the arts and intellectual curiosity, we took the brand in a direction that drew from The New Yorker. Hiring an editorial illustrator to create watercolors highlighting the key positioning points of the property. We also brought onboard a rendering company to virtually stage the apartments with each apartment’s interior design representing a different persona within the target demographic. Coupling the watercolors with the heavily art directed virtually staged videos resulted in a campaign that truly stands out among the competition.