277 Fifth

Upon completion of construction of 277 5th Avenue, the tallest residential condo on 5th Avenue, IF Studio was brought in to refresh the branding and create a new lifestyle campaign to communicate that the building was move-in ready and to call out the remarkable views and sophisticated design by Rafael Viñoly. 

We looked deeply at Viñoly’s architectural design and observed that 277 was confident and well-proportioned while simultaneously balancing warmth and a grand sense of vision. We redesigned the logo, website and brochure to make the brand bolder and produced a lifestyle campaign in photography and video with renowned male model Robert Konjic leading the narrative. The result was a campaign that conveys warmth and understated sophistication balanced with a solid illustration of the building’s interiors and design. 

In order to attract attention to the building, we hired Joel Fitzpatrick to create a light sculpture to fill the retail space on the ground floor.