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WorkGraphic Design

Mother Design, New York creates branding for the late Zaha Hadid's 520 West 28th

Mother Design, New York, is the agency behind the strategy, naming, branding, and tone of voice for the late Zaha Hadid's luxury, residential project, 520 West 28th.

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Mother Design's branding and marketing collateral for 520 West 28th, including residence books, website mockups and an artist monograph showcasing Zaha Hadid's architectural work, arranged on a white surface

"'Sell something that doesn’t exist.' That was the ask from real estate developer Related Companies in relation to visionary architect Zaha Hadid’s first permanent building in New York City, 520 West 28th. The aim of the project was to position the residences as 39 unique works of art.

In addition to Mother's complete system of collateral — which included a residence book, a teaser website and a full website, the team created an artist monograph, which was given to the highest potential buyers in order to provide a more in-­depth look into Hadid’s impressive body of work and stature in today’s architectural field. The informational residence book took on an editorial tone to describe the amenities and rich features of each unique residence.

"Everything came together as part of the sales gallery experience, it features a mini gallery of Hadid’s past work, an extra large interactive table with dynamic content and an immersive animated film narrated by Zaha Hadid."

Discover more about the project at www.motherdesign.com.

Via Behance

Fanned pages of the Zaha Hadid branding collateral showing white pages with text, featuring the Zaha Hadid logo in the top right corner
White hardcover book with Zaha Hadid branding and minimalist geometric design on its cover and spine
Open book showing a black and white portrait photograph of Zaha Hadid on the left page and text on the right page from the artist monograph created for 520 West 28th
Open artist monograph for 520 West 28th showing abstract curved architectural photography on left page and body text on right page
Open book displaying Zaha Hadid's 520 West 28th residential tower with undulating glass facade, surrounded by landscaping and urban architecture
Overhead view of branding materials for 520 West 28th, including black and white collateral, residence books, photography and design documents arranged on a white surface
Four open pages from Mother Design's branding materials for 520 West 28th, showing geometric line drawings, architectural photography, interior details and informational layouts
Four pages from Mother Design's branding materials for 520 West 28th, showing architectural photography, floor plans, building imagery and interior spaces across editorial layouts on black and white backgrounds
White branded collateral materials for 520 West 28th, including an open residence book with curved typography and a matching envelope
Stack of white and black printed books for 520 West 28th, showing the layered branding collateral created by Mother Design
White curved branding material for Zaha Hadid's 520 West 28th residential project with Mother Design logo and text
White envelope designs arranged in a diagonal pattern, part of Mother Design's branding collateral for 520 West 28th
White carrier bag with black handles printed with Zaha Hadid text and address, beside glass shelving with horizontal striped backing
Black branded folder and residence book for 520 West 28th with unfolded architectural floor plans displayed on white surface
Left: architectural floor plan of 520 West 28th showing curved organic layouts. Right: exterior facade of the building with undulating rounded window openings and greenery below
View through curved white corridor towards exterior landscape at 520 West 28th, showcasing Zaha Hadid's flowing architectural design
Silhouette of a woman standing in a curved, minimalist white room with geometric light patterns projected on the walls
Person pointing at architectural branding materials for 520 West 28th featuring Zaha Hadid's building designs and residential project photographs
Four Apple iMac screens displaying different pages of the Zaha Hadid 520 West 28th branding and website design by Mother Design
Zaha Hadid's portfolio website displayed on an iMac screen, showing architectural projects including curved building facades and an urban rooftop space
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