One-of-a-Kind Pembrooke and Ives Penthouse

BRANDING | 219 EAST 44TH STREET PH

Branding Timeline: 1-2 Weeks
Marketing Timeline: Ongoing
Clients: Krista Nickols Team, Ryan Serhant
Position: Lead Senior Designer | SERHANT.

Project Introduction

PRE-MARKET

As part of our SERHANT. Signature initiative, properties valued at more than $10M gain access to a range of premium, white-glove services from custom branding and direct marketing, to tailored content creation and social amplification.

Welcome to this prime Midtown East development with wall-to-wall floor-to-ceiling windows and exquisite contemporary craftsmanship and design. The penthouse has stunning views of the East River, Chrysler Building, and city skyline. 219 East 44th Street is a boutique condominium that sits atop a high-rated wellness hotel and an award-winning steakhouse.

Marketing Goals

Reach US and international prospective buyers and the industry to support awareness, uniqueness and drive penthouse showings.
Create a suite of unique deliverables that drive awareness and promote this penthouse’s unique features and accolades.
Develop strong messaging that is consistently used, and effectively displayed.
Continuously manage and create email marketing campaigns to promote the penthouse, special events, press mentions, collaborations, etc.

Brand Positioning

Artistic
- Hotel has international artist murals
Refined Luxury
Incorporation of Chinese/Asian Mannerisms and Colors

Target Audience

Multi-Millionaires
Billionaires
HNW Eastern Individuals
Young Wealthy Families

Tranquility in the Heart of Midtown

FINAL BRANDING

Drawing inspiration from Asian culture and Asian inspired mannerism, I looked to the Zen gardens; their tranquility, meaning, and design. What also caught my eye is how some Asian artists sign their artwork. A hanko seal stamp (in an East and Southeast Asian context) is a general name for printing stamps and impressions which are used in lieu of signatures in personal documents, office paperwork, contracts, art, or any item requiring acknowledgement or authorship. In merging these two concepts, I was able to create a visually appealing luxury branding that pays homage to the cultures inspired by it and personifies the elegance and beauty that is the penthouse at 219 east 44th street.