Maxwell Downtown Brooklyn
Award-winning brand creation from research to launch. A lifestyle-driven identity for a large-scale Brooklyn development, built from early research through creative direction, stylescape, and full visual execution across digital and environmental touchpoints.
The Challenge Maxwell Downtown Brooklyn needed a brand that could stand out in one of New York's most competitive residential markets. The development required a visual identity that felt aspirational and distinctly urban, one that would resonate with prospective residents and hold up across digital and environmental applications at scale.
My Role Working at the agency level, I developed two of the three stylescapes presented to the client following logo approval, and designed the secondary logo mark. The client chose both of my directions and asked for them merged into one, taking the horizontal shape containers from one and the darker, moodier palette and subway-inspired gridline pattern from the other. That merged direction became the approved brand, the foundation everything else was built from.
The Impact Maxwell Downtown Brooklyn reached 99% occupancy on its conventional units, a result the development team celebrated publicly. This work also won a Hermes Platinum Creative Award for 2026.
The two distinct proposed directions and palettes
The combined approved direction and homepage
