96 KING STREET Identity
Art Direction & Web LayoutRaw Meets Refined
At Gretel, I lead design on a small but mighty team to create the branding and microsite for a new luxury condo in Red Hook Brooklyn at 96 King St. The 3-unit building is home to three distinctly unique floor plans, complete with secret passageways and sunbathing rooms that offer a rustic yet elevated lifestyle.
The branding was directly inspired by the mix of raw and refined materials used in the building’s construction. Exposed terracotta, pink and green terrazzo, and wood-burning fireplaces together create a warm yet elegant color palette, while the photography focused on the architect’s use of natural light within the space. The result was a craftsman inspired identity that set the 96 King Street residence apart from anything else on the market.
At Gretel, I lead design on a small but mighty team to create the branding and microsite for a new luxury condo in Red Hook Brooklyn at 96 King St. The 3-unit building is home to three distinctly unique floor plans, complete with secret passageways and sunbathing rooms that offer a rustic yet elevated lifestyle.
The branding was directly inspired by the mix of raw and refined materials used in the building’s construction. Exposed terracotta, pink and green terrazzo, and wood-burning fireplaces together create a warm yet elegant color palette, while the photography focused on the architect’s use of natural light within the space. The result was a craftsman inspired identity that set the 96 King Street residence apart from anything else on the market.
Credits
Created at Gretel, 2022
Creative Director: Simon Chong
Senior Designer: Melissa Miyamoto-Mills
Junior Designer: Abigail Wallhauser
Producer: Qichelle Maitland
Architect: Eli Fernald
Photography: Holister Hovey
Created at Gretel, 2022
Creative Director: Simon Chong
Senior Designer: Melissa Miyamoto-Mills
Junior Designer: Abigail Wallhauser
Producer: Qichelle Maitland
Architect: Eli Fernald
Photography: Holister Hovey