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Wrey
THE BRIEF /
Streetsense was engaged to develop a full-spectrum brand identity and marketing platform for 222 Broadway — a 32-floor office-to-residential conversion in Lower Manhattan — that carves out a distinctive, amenity-driven position in a competitive NYC market.
THE APPROACH /
Streetsense began by tracing the history of the blocks surrounding City Hall Park — once home to some of New York’s most prestigious members’ clubs. That lineage, read alongside research into the desires of today’s discerning downtown renter, pointed to a clear and differentiated positioning: Wrey as a private residential club. This idea infused every aspect of the building’s brand, from the framing of the amenity collection — treated as a resident-only club within the building — to its subtly referential name, an homage to the Victorian-era architect who designed the iconic City Hall Park fountain.
WEBSITE
STATIONERY SUITE
EXTERIOR SIGNAGE
LEASING GALLERY
MOVE-IN GIFT
RENDERINGS
PAID DIGITAL CAMPAIGN