The Penthouse at Central Park Tower

BRANDING | THE ONE ABOVE ALL ELSE

Branding Timeline: 2–3 Weeks
Marketing Timeline: Ongoing
Clients: EXTELL, Ryan Serhant, Loy Carlos
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.

Extell Development Company presents Central Park Tower, the definitive New York skyscraper. Located on Manhattan’s Billionaire’s Row and moments from Central Park, Central Park Tower rises 1,550 feet above New York City, establishing it as the tallest residential building in the world. Elegant in form and dazzling in stature, this new global icon, designed by Adrian Smith + Gordon Gill Architecture, boasts 360-degree views spanning from Central Park, to the Hudson and East Rivers, and the entirety of the New York City skyline. The building was designed from the inside out to maximize these incomparable panoramas. Refined interiors by Rottet Studios enhance these gracious residences designed for modern living at the pinnacle of luxury.

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

  • Old money meets new money

  • Ultra-luxury, bold colors, minimal but grand as a whole

  • Branding should not overpower the extraordinary penthouse

  • Penthouse branding should work seamlessly with the tower’s current branding

Target Audience

  • Multi-Millionaires

  • Billionaires

  • HNW Individuals

  • Members of Royal Families

BRANDING CONCEPT 1

Amongst the Clouds

For this branding concept, I wanted to evoke the feeling of being weightless; when you look out of any window, you are one with the clouds and above all else.

This concept’s logo mark was inspired by the delicate and precise nature of origami. The attention to detail alludes to the meticulous design and craftsmanship found in Central Park Tower.

Concept Mood Board

Color Palette and Typography

Sky Blue

Concrete

Graphite

H1.

H2.

H1.

P.

BRANDING CONCEPT 2

The Final Frontier

This branding concept plays on perspective, the lines act as a branding element, but when brought together, tell a story. These lines meet at a vanishing point, similar to when one looks directly up at the penthouse and witnesses the architectural masterpiece.

Concept Mood Board

Color Palette and Typography

H2.

Royal Blue

Concrete

Graphite

Crème

P.

FINAL BRANDING

The One Above All Else

Among the stars – the final branding is inspired by the rich sunrise and sun set colors that flood the penthouse. With north, east, south, and west exposures, the panoramic views are immaculate. The bold, provocative colors in this branding help call attention to the penthouse but do not takeaway from its grandeur; a gentle whisper that sets it apart from any other penthouse.

The “galaxy” like gradient pays respect to the residence’s achievements:

  1. The tallest residence in the world

  2. The highest ballroom on the planet

  3. The highest residential terrace on earth

Concept Mood Board

Final Logos

Color Palette and Typography

H2.

Midnight

Lilac

Concrete

Apricot

H1.

P.

Brand in Use

POST LAUNCH

Market Report

WEBSITE ANALYTICS (Year to Date)
~52,000 Unique Visits

  • Central Park Tower Penthouse
    Announcement: 78,640 Opens

  • Architectural Digest Tour
    Announcement: 36,387 Opens

  • SERHANT. Studios Short Film
    Announcement: 35,859 Opens

E-MAIL MARKETING ANALYTICS

  • Unveiling of the Princess Grace Diamond

  • Camber Creek’s Annual Fund Event

  • Dom Perignon & Culinary Institute of America Collaboration Announcement

  • Gideon Asset: State of the Market Panel

VIP AND SPECIAL EVENTS

  • 224 pieces of Global Press Coverage

    • Yahoo! Japan
      769,100,000 Unique Visitors Per Month

    • Daily Mail UK
      431,200,000 Unique Visitors Per Month

    • New York Post
      173,400,000 Unique Visitors Per Month

  • 300M+ Total Impressions

  • 3.4B Eyes on the Highest Penthouse in the World

PRESS MENTIONS