The Seymour is a development set in the heart of New York City's Chelsea district, an area synonymous with progress, creativity, and craft. The role was to name and position the development allowing it to seamlessly slot into the location and express its luxury nature.

The development’s visual identity was inspired by the craftspeople that designed and built it. To express their unique skills, we captured a series of documentary interviews, in motion and stills, showcasing their craft and the materials they use – these became key assets. A simple graphic language that included iconic illustrations and a pattern, based on the cabinetry work in the lobby, was designed to work alongside the imagery.

Creative Direction—Tony de Ste Croix
Designer—Damian Miranda
Photography—Damian Miranda
Agency—Heavenly