1975 Madison Ave

At home among Harlem’s brownstones.

Sector

Multifamily

Services

Brand Strategy

Brand Guidelines

Creative Direction

Concept Direction

Core Collateral

Digital Collateral

Logo

Naming

Signage & Wayfinding

Website

Photography

Photography Direction

The Story

The dial tone of the city is ever-present, but here tucked along tree-lined streets you’ll find solace in the bespoke amenities curated with personal style. Set on the iconic Madison Ave, residents are connected to all of Manhattan’s energy.

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1975 Madison is an open line to your home, your neighborhood, your city.

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Civic Mindset

In the heart of Harlem, the brand needs to encapsulate rhythm and creativity. Typography echos the expressive layouts of marquee signs, such as the Apollo Theater. Bold and modern – while honoring our neighbors, and beauty around us.

Symbols of Style and Substance

The glyph-set builds upon the regional avant-garde art style. Each amenity space has a corresponding symbol to help elevate the interior signage system and create visual recognition that can be carried across multiple platforms to denote and categorize topics.

Above: Icon for mail room. Right: Fragmented forms and references from Harlem’s Cubist lineage. Jazz sleeves, club posters, street ephemera.

Real life, styled

We worked with Prism House to make sure the brand ideology carried through to photography and videography. The content celebrates genuine city living—stunning interiors, yes, but also real people in familiar places. For example, a true New Yorker, who owns a thrift shop styled in what’s actually relevant now. We captured moments at the local coffee shop and Marcus Garvey Park. What emerged are stories of a life lived here - honest and intentional.