277 Fifth

Lendlease | Victor Group | Corcoran Sunshine Marketing Group
IF Studio - 277 Fifth
The Story

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 callout the remarkable views and sophisticated design by Rafael Viñoly.

We looked deeply at Vinoly’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.

  • Branding
  • Art Direction
  • Print
  • Website / Digital