The Durst Organization’s newest luxury waterfront property, 10 Halletts Point, had a logo and brand guideline, but was looking for a partner to help evolve the brand beyond the ground floor.
10 Halletts Point offers immersive amenities, panoramic city views, and premium rental residences in Astoria, Queens – all of which had to be conveyed in the welcome kit for new tenants.
Strong Studio designed every component of the folder, including the inset brochure, one pagers, floor plan shells, welcome bi-fold, custom maps, and full suite of business papers.
Beyond print design, Strong Studio was also responsible for photographing the neighborhood, sourcing models, press checks, and designing the companion website.
To keep pace with a developing brand, Strong Studio created a comprehensive toolkit that outlined the Halletts Point mission, assets, and visual applications.
The document is updated quarterly as the portfolio of Halletts Point work naturally builds.
Two years after breaking ground, 10 Halletts Point began to advertise to potential tenants in Manhattan, Queens, and Roosevelt Island. The out-of-home materials Strong Studio created include subway posters, bus shelters, and tram screens.
Whether the road traveled is by land or sea, there needed to be a clearly marked path to the Halletts Point lobby.
Strong Studio emulated the first-person experience of getting to 10 Halletts Point from different vantage points, ranging from the most direct to the most scenic and everything in between. After findings were proposed and selected, Strong Studio designed the wayfinding banners, power wash stencils, A-frames, and lamppost flags sprinkled along the ideal travel route.
Strong Studio also created exterior shuttle wraps and onboard informational videos for the resident shuttles offered to tenants.
Strong Studio outfitted the fourth-floor leasing office with stylish and inviting photo displays, wall graphics, plaques, and video animation.
The six-minute highlight reel details the properties’ amenities and sustainable features, as well as the Durst Organization’s full portfolio of properties.
While sporting steel-toed boots and hard hats, Strong Studio attended several onsite surveys while the building was still deep into construction. Through the experiential data collected during these surveys, Strong Studio was able to add visual interest and wayfinding to key surfaces throughout the property.
Outside the leasing office, Strong Studio created a floor-to-ceiling timeline graphic that illustrates Astoria’s rich history from a historic, geographic, and cultural standpoint.