SoMA
Introducing SoMA, FiDi’s most exciting new residence and the largest office-to-residential real estate conversion in the country.
THE BRIEF /
A bold transformation of a former office building into a thoughtfully curated collection of rental residences, SoMA needed a brand that reflected the vibrancy of its amenity-rich lifestyle while conveying a sense of balance. With an entire city block dedicated to living, wellness, and social spaces, the brand had to feel as dynamic, welcoming, and seamlessly integrated into the neighborhood as the building itself. Streetsense was tasked with positioning the community as an iconic living experience that fosters a true sense of place in South Manhattan.
THE APPROACH /
A collection of spaces designed to support a variety of moods and needs, SoMA offers the best of both worlds: the energy of downtown living and the tranquility of personal retreat. The brand system, inspired by the idea of “soMANY”—so many ways to live, so many ways to unwind, so many ways to connect—reinforces this balance. From the name SoMA, which directly ties the building to its neighborhood, to a visual identity that reflects its modern, multifaceted nature, every element works together to communicate a dynamic yet cohesive residential experience.
ARTFUL RENDERINGS /
The building’s many beautiful spaces were brought to life with marketing-grade renderings, artfully directed and crafted by our team.
GRACIOUS GALLERY /
Future residents end their journey at an immersive leasing gallery, which highlights original photography shot by the Streetsense team.
ICONIC INTERACTIVE /
The SoMA brand was right at home on the web, with a chic and telegraphic interactive experience that is as elegant as it is effective.
