77 Greenwich

The brand needed to reframe how people view living in Fidi, a predominantly business-oriented neighborhood of Manhattan. The form of the 77 mimics the look of quotation marks, giving us a functional aspect to the logo. It allowed us to frame statements and questions about FiDi and the property itself as quotes. The tongue-in-cheek voice of the brand calls out various stigmas associated with the area and faced them head on, affording us the opportunity to reframe a new vision for the neighborhood.