Placing people, perception, and emotion at the core of the identity, our rebrand for Zaha Hadid’s 520W28 shifted the focus of the building from being an architectural landmark—Hadid’s only building in New York—to a place you can truly call home. In line with Hadid’s belief that architecture's primary focus is on people, we collaborated with Martien Mulder to bring a diverse range of families and a personal touch to the brand’s photography.

Paired with stark typography, editorial sensibilities, and a warm color palette, the design highlights the strength and elegance of subtlety. The result is a brand that is fundamentally about people—showcasing the potential for a fulfilling family life in and around one of New York's most remarkable sites.