The Ask:
Create a new website for 20 Pine, an historic bank in the Financial District that has been beautifully redeveloped into a collection of luxury condos with jaw-dropping amenities.
Deliverables:
Website Copy, Brand Tone & Voice
Collaborators:
William Touchet; Creative Direction
Sarah Sundberg; Graphic Design
The Challenge:
A dry, generic, template-driven website was driving down the brand and washing over much of the intrigue, luxury, and historic detailing that define the building and its surrounding neighborhood.
Our Solution:
Refine, refine, refine. Our new approach darkened up the visual tone to reflect the building’s chic, classic design, and I rewrote all the copy with a new tone and voice to mirror the luxe visual identity. We played up what we'd defined as the building's key features e.g. the steam room, indoor pool, and restored details from the original bank. We also refreshed the neighborhood page with all new features to better align with our target demographic profile.
