Located in the heart of Williamsburg Brooklyn, 280 Metropolitan launched in 2016 with smart, playful branding approach utilizing creative approaches that were atypical in residential marketing at that time. The logo with its lined black frame was extended and applied to all elements including the website, signage, floor plans, and ads. The line also underscored textual elements comprised of single words only, bullet points for a busy customer wanting facts and highlights, not over-wrought copy. Still life photographs created psychographic vignettes for the customer to envision their new life in Williamsburg – corporate by day, hipster by night.
