100 West 18th Street | Boutique Condominiums

Chelsea, NYC

Client Overview

Developed by the Brauser Group, 100 West 18th is a 10-story postmodern residential in the coveted Chelsea neighborhood in Manhattan.


La Luna was asked to create a dynamic identity design, brand strategy and print advertising/ marketing campaign to launch pre-construction sales at this new luxury residential.

Services Provided

  • Identity design
  • Brand strategy + messaging
  • Outdoor signage
  • Sales display + sales kit
  • Neighborhood Map
  • Floorplan brochure
  • Advertising + Marketing Campaigns


After identifying the demographic as young, professional and hip, we crafted a stylish, intentionally provocative campaign to turn heads. Our building signage and magazine/online advertising campaign quickly generated buzz and sales velosity. Our messaging glamorized the lifestyle along with the building’s location on a highly desirable Chelsea corner. And the logo did its part by inclusion of a small, shaded rectangle within a larger one, symbolizing the corner graphically.


And corner the market it did. The sales campaign resulted in an initial 60% presold in the first 5 months, with construction completion still months away.

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