TOWN Residential, New York’s leading luxury real estate services firm, announces the evolution of the company’s visual identity through the launch of a far-reaching multi-media branding campaign and newly envisioned website. Produced under the creative direction of branding-guru David Lipman, the visual identity is a powerful celebration of New York history seen through the eyes of the forward-thinking company.
Lipman was introduced to TOWN Residential founder and CEO Andrew Heiberger and through their conversations, Lipman set out to create a campaign that would visually capture the essence of the company’s unique culture and commitment to providing best-in-class customer service.
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“Every time I get involved with a brand, I try to do something that has never been done before. Through gaining a true understanding of TOWN, I have created a campaign that may be the greatest personal achievement of my career, ” said Lipman. “Working with Andrew and learning about what a broker really does, I realized that there was a perception issue within the industry and I knew that TOWN was the company to change that.”
“David’s work exemplifies my vision for TOWN Residential and captures the culture of care that we have created, ” said Heiberger. “Working with David was kismet – a proud native New Yorker himself, this was a natural fit. From the photos to the videos, and all touch points in between, the strength of our market position shines against the backdrop of the world’s most iconic skyline.”
The branding campaign, entitled My Town, includes a series of highly stylized and visually stunning portraits shot by Lipman, as well as a series of videos directed by Lipman. Set to the tagline “My Town. Our Neighborhood. Your Home.” the campaign features TOWN Representatives, strong leaders within the neighborhoods where they live, play and work. The first phase of the campaign will appear on the firm’s website as well as in more than 30 venues and include more than 75 Representatives.
“As I did the photography shoot, it solidified my thinking. Each time I spoke to a Representative one-on-one, they showed me something new. What they do for their clients, and what is means to them to find that dream is such a heart-felt world – there is an intensity, intimacy, candor, strength, and power that I did not realize existed, ” said Lipman.
The campaign and evolution of the visual identity is the culmination of TOWN’ Residential’s record breaking year which ended with more than $1.86 billion in total sales and leasing volume – a 15.6% boost over 2013. In New York City alone, the firm completed 1, 148 sales and 3, 775 leasing transactions with an average price of $1, 636, 969 and $4, 499 respectively. Among the completed 2014 transactions were several market records including the listing and leasing of New York’s most expensive rental property; the highest pure price point for a penthouse condominium east of Third Avenue; and the record for the pure price point of a townhouse in prime Brooklyn neighborhood.
Most recently, David Lipman was the creative force behind One57, Manhattan’s groundbreaking luxury condominium project. He also spearheaded the branding campaign for the ultra-luxury One Madison Park and is responsible for the iconic campaigns for The Plaza Hotel; Santa Barbara’s Bacara Resort and Spa; and The Cromwell, the only stand-alone luxury casino in Las Vegas. Throughout his career, Lipman has been instrumental in guiding and shaping branding for world-renowned companies including Burberry, David Yurman, Ermenegildo Zegna, 7 For All Mankind, and many more.