"The concept began with the tagline 'Get Centred,' a play on the contrast between life amidst the hustle and bustle of Central, and the Zen-like qualities of Gramercy. From there, we created a visual and literary journey based on the idea of finding inner peace in the heart of the city. Together with the developer, our team produced a full branding and marketing campaign with collateral such as brochures and direct mail, advertising and multimedia. With the building's natural finishes and spa-like design, the visual identity lent itself to the concept's urban-escape sensibility."