The new custom homes at 25 Hotaling Place seamlessly blend the rich, authentic history of the original building and neighborhood with luxurious living, custom craftsmanship and modern urbanity. The client came to us in search of a brand identity for this project that would help sell this truly unique, upscale property to buyers in an incredibly challenging real estate market. We took our cues directly from the personality of the building, aligning modern elements with historical materials. And, like the architects of the project, we focused in on the details.

Historic advertisements and maps from the construction era of the original building served as inspiration for the logo. We created signage that layered modern etched glass over 100-year old timber. And we designed collateral that brought together bold modern hues and traditional typography and visual treatments. The result is a vibrant brand identity that connects new with old and reflects the dynamic juxtaposition of these two elements that is inherent in the building itself.