The Crest at 63 Wall Street
The Crest logo
Collateral 
Stationery Package
Time Out New York 
Get Crested
Outdoor Signage 
Sales Office Display 
Window Signage 
Window Signage 
Window Signage 
Window Signage
www.crestnyc.com - launch site
Challenge:
A neoclassic 1929 Aldridge & Dietrich design and former headquarters of an investment banking firm, 63 Wall Street was completely refitted as a 470+ unit rental residence by developer Metro Loft Management. Since the events of September 11, 2001, it was the first residential building to open on NYC's Wall Street, and the neighborhood was perceived to lack residential support services. A branding program was needed to establish 63 Wall Street as a viable residential opportunity.
Change Reaction:
Handsome crests were one of the elements of the building's distinctive facade. Posner branded the building "The Crest" to make a connection with a target audience identified as aspiring professionals, many with Ivy League backgrounds. Additionally, the name as well as the tagline "Experience the Downtown Evolution" acknowledged that the neighborhood was on the crest of a renaissance. Because the opening of The Crest was big news, every element of our integrated campaign was oversized to convey the importance of the story. Shopping bags with a high-end retail look served as an enclosure for all materials, as well as out-of-home advertising when on-site visitors carried it along Wall Street. A combination of print and online advertising resulted in the first 180 units leased within 3 months.