A new architecturally significant condominium in Downtown Brooklyn, 11 Hoyt is the first residential project in New York City from Studio Gang and its founder, MacArthur fellow Jeanne Gang. 11 Hoyt’s identity is a synthesis of Studio Gang’s architecture, the Michaelis Boyd designed interiors, and the landscaping by Hollander Design.

Pentagram designed the brand identity, marketing campaign, website, and environmental design of the sales gallery, working closely with the project’s design teams as well as Tishman Speyer and Vanke, development partners of the building, and Corcoran Sunshine Marketing Group.

The brand identity centers around a contemporary sans serif wordmark that echoes the building’s slender, vertical form. The identity is infused with a rich color palette, evocative of the Michaelis Boyd interiors, and saturated watercolor washes for textural intrigue. A series of mixed media works were commissioned from Copenhagen-based artist Berit Mogensen Lopez, along with photography duo Paola + Murray to document the surrounding neighborhoods.

The website is a comprehensive digital experience of the marketing campaign of the project, embodying the eclectic nature of the brand while feeling light and easily navigable for potential buyers.

Designed at Pentagram under the direction of Luke Hayman & Emily Oberman

Client: Tischman Speyer, Vanke, Corcoran Sunshine Group
Discipline: Brand Identity, Exhibition Design, Editorial Design, Campaigns
Project team: Shigeto Akiyama, Raul Barreneche, Elyanna Blaser-Gould, Lauren Hodges, Ho Seok Lee, Zuzanna Rogatty, Ryan G. Smith, Andrea Trabucco-Campos