WHATIF

“Home is where the park is.” When your home borders Madison Square Park, it becomes your front yard and gives you a connection to nature in the concrete jungle. That became a focus for the imagery and copy, while a “square” shape became a visual motif. With 125 units in the 24-story building, all priced in the millions, the identity and accompanying collateral needed to exude luxury and sophistication. A coloring book was also created for interested buyers with children, since the developers were hoping to attract families.