The developers and silver creative set out to transform this vintage industrial part of NYC into a vibrant, artistic and cultural mixed-use district. The edgy, unpolished neighborhood set the mood for this type driven, energetic brand. The bold colors, gritty textures and energetic action shots capture the spirit of the urban lifestyle one would live in a setting directly across the street from the Baryshnikov dance theater. The marketing elements—brochure, website, print ads and window signage allowed the leasing office traffic to exceeded expectations and the animated type banner ads featured on nytimes.com generated a 8% click through rate.