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.
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
2020
Services: Brand Concept, Creative, Art Direction, Identity, Advertising, Artwork, Hoarding Design.
Client: for Alloy LLC, New York
2020
Services: Brand Concept, Creative, Art Direction, Identity, Advertising, Artwork, Hoarding Design.
Client: for Alloy LLC, New York
![](https://freight.cargo.site/t/original/i/bec76a12cce5850de36c6588587b852ddf1bfd05425636e53ec77053f5df0681/168-plymouth-logo.png)
![](https://freight.cargo.site/t/original/i/c15041978343f9ba4522e09ac510359b14dbc94859e37af42c3a0f511db7f97d/--15_32x-100-.jpg)
![](https://freight.cargo.site/t/original/i/c9f996dd5bbd192610fbf76121cdb01428af1e3e16630d90376ef471413567ab/127818227_1731193493721476_1781993419577139741_n.jpg)
![](https://freight.cargo.site/t/original/i/fde264b7c300994df0a36c9fc460871531b8d3a616f87128318936507b66cfbb/--15_12x-100.jpg)
![](https://freight.cargo.site/t/original/i/662dca2e227e1059985a5eec0b256566ab9d76c443616ce3b6b986a6b7bdd1ab/--15_22x-100.jpg)
![](https://freight.cargo.site/t/original/i/d62e6102b9d86781559e32916858ef740eaaa0d2246b5a45fba1fa07342bdaca/--15_32x-100.jpg)
![](https://freight.cargo.site/t/original/i/3535c07d6749e0d137cf7e7ee82f99718915cff3d0c7ccebc694440a5fd16e0c/--152x-100.jpg)
![](https://freight.cargo.site/t/original/i/8d4cb36a1061dd4ae5146bfc5e49a6a3cff4bf01dc955faa3d13c7edc3a1d9c7/--162x-100.jpg)
![](https://freight.cargo.site/t/original/i/b106e1f26e30bfe3d76026b9ee9a19f67a008269332c6dd7fbed5c937a8416f9/168Plm2_Branding_2500x1660_left.jpg)
![](https://freight.cargo.site/t/original/i/4f45252fa59280f518930621845798fc85c062a10cb9665e3defd2eeec6365ae/139419110_1772043459636479_5348220287982683790_n.jpg)
![](https://freight.cargo.site/t/original/i/339c4476f33be22ba98f24e91c5b8ac423d0613fe4cb7c1ef31f51cd144c8bfa/139456637_1772435112930647_1429710227885490720_n.jpg)
![](https://freight.cargo.site/t/original/i/ba2861837696d19d2cb842635b95542d55ff3f35bdf137683006e7fcfc351d85/Hoarding-168-Scene-1.jpg)
![](https://freight.cargo.site/t/original/i/e62e7b76b389292578138299393fa9cd46e608fff303759cfdfbd9da53728d5f/127269277_1731193520388140_1836081123988940330_n.jpg)
![](https://freight.cargo.site/t/original/i/c05382dc105b2d97bfee38783d493c4ed5e18fc703c93c308e6f0154bb761d45/127272059_1731193557054803_7590557571749103079_n.jpg)
![](https://freight.cargo.site/t/original/i/59016b913096dfcf6bbbdc82d57cc55c9c5adac7e205ca3dbfbb27344710a1a5/168olm-Books-Mockup.jpg)