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.
- Advertising
- Strategy
- Environmental/Experiential
- Photography
- Film/Video Production
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277_Fifth_Brochure_Cover.jpg&nocache=1 )
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277_Fifth_Brochure_2.jpg&nocache=1)
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277_Fifth_Brochure_7.jpg&nocache=1)
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277_Fifth_Brochure_14.jpg&nocache=1)
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277fifth-mobile-shadow-2.jpg&nocache=1)
![](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277_Fifth_StillLife.jpg&nocache=1)
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277Fifth_Signage-1.jpg&nocache=1)
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277Fifth_Signage2.jpg&nocache=1)
![IF Studio - 277 Fifth](https://ifstudiony.com//wp-content/webpc-passthru.php?src=https://ifstudiony.com/wp-content/uploads/2019/11/277Fifth_Signage3.jpg&nocache=1)