Branding and printing collateral and book design for one Hundred East Fifty Third Street.
One Hundred East Fifty Third Street (formerly known as 610 Lexington Avenue) is a residential skyscraper at the southwest corner of 53rd Street and Lexington Avenue in Midtown Manhattan, New York City. The 64-story tower, completed in 2019, was designed by Norman Foster. At 711 feet tall, it is the 64th tallest building
in New York.
Overall branding focuses on the subtleness of the architecture which is less design and simplicity. We wanted to keep the brand name spelled out at all times therefore we created and developed an identity system that can be legible all the time but continuously flexible and functional which we wanted to emphasize about midtown New York City.