The Four Seasons and Robert Stern, one of the world’s most iconic architects, challenged us to create an identity system to convey the luxury of their new residential property without losing the charm of the Tribeca neighbourhood in which it would sit.

As the nature of luxury amongst the global elite had changed, shifting from the external and gaudy to the ephemeral and understated, the need for a discerning (and translatable) identity and positioning was paramount. Focused on a global consumer, our strategy sought to expose residents to a newly emerging culture of luxury living that connected Uptown elegance to Downtown edge.