At IF Studio, we undertook a brand refresh and devised a new campaign for RXR focusing on the iconic Starrett-Lehigh building, centered around the theme 'Where Big Ideas Go To...' I took charge of directing and designing this innovative campaign to modernize the essence of SL, aiming to attract increased business opportunities for our clients.
We made our own cool handwritten font just for this campaign, giving it that street vibe. We think it really fits the brand and will pull in a younger, livelier crowd with its graffiti-style look.
As a result, I created extensive advertising materials for this project, spanning from digital to print media, published in WWD, NYpost, MorningBrief, and Commercial Observer. This led to a remarkable increase in website traffic for the project.