When creating the concept of the visual language of the 168 Plymouth brand, we were inspired by the art of the 19th century as a reflection of the aesthetics of that time. The building in Brooklyn has a great history, the developer of the project reimagined the building in modern times and created an architecture with a strong character, combining history and modern architectural solutions in perfect balance.

For the identity, we developed a collage that embodies modernity and history, based on the work of Voyage of Life - Youth by the 19th century artist Thomas Cole and supplemented with contemporary art objects. In combination, we got a reflection of two eras of the 19th century and the 21st. The main element of the identity is artwork, it is complemented by a minimalist logo with accents in some letters and numbers, light grotesque typography and a light gray background. We tried to create a brand that is modern, clean and very easy to understand for the audience.

*Alternative Identity Concept 
︎︎︎Artistic Renderings and Copyright designed and owned by project developer Alloy LLC.
Design Concept, Identity and Artwork by Bawerman Atelier.

168 Plymouth          

Concept, Creative, Art Direction, Identity, Advertising, Artwork, Hoarding Design.

Client: for Alloy LLC, New York

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