Modern IDENTITY // Georgica

Georgica

Background

Modern IDENTITY was invited by TAG Creative to create the branding and sales materials of a luxury condominium being built on the Upper East Side of New York. The directive: to convey a clean, modern, family energy. The building’s location on a tree-lined side street and abundance of light provided the inspiration for materials and colors. We named the building GEORGICA after a private enclave in the Hamptons built around Georgica Pond.

Solution

We designed and produced a hardcover 48-page book to tell the story of the building, with original photography by Cass Bird and 3D renderings of the apartments. Bound pages of transparent vellum interspersed throughout helped to convey the feeling of light and luxury. An accompanying folder held a smaller version of the brochure, floor plans, and eight blank pages for notes. The advertising campaign utilized the image library created for the brochure. Publications included The New York Times Magazine, Avenue Magazine, Hamptons Magazine, New York Family, New York Magazine, New York Times DOC, The Real Deal, Robb Report, Time Out New York Kids, and Haute Magazine. We ran a distinct weekly ad in the New York Times DOC with a new piece of art and an evolving sales message.

Result

Georgica’s launch in The New York Times Real Estate Section brought to life a lush, modern lifestyle, inviting readers to engage with more than the standard floor plan. The image library also served to decorate the physical interior of the sales office, with the entrance of the office reflecting and reinforcing the advertising campaign.