Considered led the naming, visual identity, sales collateral, and the reinvention of the sales gallery for Waldorf Astoria Residences New York — the first private residential offering in the history of an Art Deco landmark that has stood on Park Avenue since 1931. Our work also encompassed creative direction, email marketing, photography, and compositing for a project converting the building's upper floors into 375 luxury condominiums. The creative requirement was specific: honor a building that New Yorkers have claimed as a public institution for nearly a century, while positioning something it had never been before.
