One City Place | Luxury Rentals

at City Center, White Plains, NY

Client Overview

One City Place at City Center in White Plains, NY, is a residential and retail complex regarded as "Westchester’s most sophisticated rental address".


La Luna, working with Rose Associates, was asked to develop a new brand platform and identity for the residences. Though ideally situated in the heart of White Plains’ vibrant business center, the property’s identity components had become outdated and were diminishing what should otherwise have been a robust leasing opportunity.


After conducting brand strategy sessions and a detailed competitor analysis, it was clear a more modern, cosmopolitan representation of the brand was required to satisfy the discerning taste of their upscale residential stakeholders. So we set about designing a logo to reflect this renewed brand direction, determining that an elegant, prominent number “one” was the ideal choice, given their opportune street address and status. An array of marketing materials followed suit, along with signage, wayfinding and significant enhancement of their web presence, including social media engagement.


We are pleased to say, as a result of these efforts, there was a significant increase in absorption velocity as well as an increase in achieved dollar per square foot.

Services Provided

  • Rebrand strategy + positioning
  • Competitor analysis
  • Identity redesign
  • Floorplan + keyplan illustrations
  • Signage + wayfinding
  • Print collateral design/production
  • Web presence
  • Social media engagement

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