The Saratoga Condo For Julie Park
Brand Consulting, Logo Design & Website Development
The Saratoga is a luxury condominium on the Manhattan's east side built in 1984 by Schuman, Lichtenstein, Claman & Efron. This project was commisioned by Julie Park, a resident and exclusive real estate sales and rental agent.
It's no secret that the New York City Skyline is made up of magnificent buildings. Among these magnificent edifices, stands the timeless Saratoga Condo. Since its glory days in the late 80's and early 90's, The Saratoga had not considered creating a digital presence. Enter Julie Park, a hardworking, tech savvy real estate broker who just so happens to live and work in the building. She wanted us to display the grandeur, comfort and eclectic nature of her home. Throughout our discussions and research, we continuously probed for answers to the following question: How could we build a digital presence for the Saratoga Condo while still holding on to its timelessness?
The façade of the Saratoga displays narrow horizontal bands of red brick, broken up by the large reflective windows, a great feature that simply displays the timeless aspects of the building. Upon more research we also discovered that the builders, now called SLCE Architects had the same central theme to their buildings: Clean simple and timeless. We believed it was the sign we needed to make this the resounding theme across our creative. This included simplicity in the logo, a marriage of the building features in the website and a play on the definition of modern luxury throughout the brand.