The Arden NYC
In an area surrounded by prewar walk-up buildings, SilverCreative brands a gut-renovated rental with condo quality finishes at 44 East End Avenue, in Manhattan's Upper East Side.
Based on our market research, we wanted to cater this new project to tenants looking for a new, modern building in a classic neighborhood setting. The idea was to reposition this gut-renovated pre-war building to give it a modern twist.
First, we started with a clean, modern logo and a name that portrays the property's personality. Our next goal was to build brand awareness by installing a facade construction banner to introduce the building. We then moved towards visually representing the property with CGI renderings of the new facade highlighting the large windows, custom designed door, and rooftop vegetation.
We also wanted potential residents to have something to take along with them when they visited the property. Our idea was to showcase all the building’s options and features on one piece of creative. We decided to create an intelligently designed accordion style brochure which shows beautiful imagery of the interiors and floorplans available in the building. Lastly, we designed a stunning website that shows a prospective tenant what life is like in this brand new building. It’s not about just selling an apartment, it became about selling a lifestyle.