DDG, Global Holdings & Corcoran SunshineThe Upper East Side has a type. Old money, white glove, quietly formal. Every luxury building on the block speaks the same language — marble lobbies, architectural renders, aspirational square footage. 180 East 88th Street needed to reach a new kind of buyer without pretending the neighborhood didn't exist.
We stopped selling the building and started selling the life inside it.
The visual identity and redesigned logo draws from 20th-century pen lettering and architectural ornamentation — referencing the craft and care already embedded in the building's design. A warm color palette and neighborhood photography that treats the Upper East Side as a living, breathing place rather than a backdrop.
Classic in structure, human in feeling.
The campaign is a cinematic expression of classic New York City illustrated through a series of unexpected moments. Living in Good Taste is about truly living well — not fitting to one expectation of what Upper East Side living is, but living artfully and ardently pursuing your interests, while having fun and not taking things too seriously. It's about spending moments together — eating, enjoying art, having interesting conversations.
Results
· $200M in residential sales
· Top-selling condo on the Upper East Side
· 2023 Triplex penthouse featured in HBO's Succession
· Sold for $25MRole
Branding Lead
Services
Branding, Art Direction, UX/UI, Photography, Collateral, Out-of-home
Team
Izy Bass-Brown, Art Director
Marc Christensen & PK Kamsirikunakorn, Photographers
Callie Peck, Creative Director