The Beach Branding & Campaign

I led Dark Roast Media's work on LeFrak's new luxury rental property on the Jersey City waterfront, The Beach. Despite the challenges of launching a lease-up during COVID, we worked together to create a visual identity, website style/direction, collateral, digital ads, onsite/directional signage, and an out-of-home signage package that raised the bar for rentals in Jersey City. I also directed the rendering team on a number of the property renderings used to advertise the building.