William Beaver House | Luxury Condominiums

Financial District, NYC

Client Overview

William Beaver House at 15 William Street in Manhattan’s Financial District is a 47-story luxury residential tower known for its high-end distinctive contemporary design. CIM Group purchased 209 unsold units with the intention of renting until the market turned.


Rose Associates retained La Luna to develop a rebrand strategy to introduce units as rentals and to expedite their leasing.


Brand strategy sessions and competitor analysis revealed the need to take an upscale, exclusive- offering approach commensurate with the building’s striking aesthetic and high-end amenities. So we conceived “The Rental Collection” at William Beaver House as the appropriate marketing vehicle for that purpose. A new logo and website were designed to reflect this new brand direction. We also designed several banks of window signage to take advantage of the building’s ample corner, street-level visibility.


CIM experienced great success with our repositioning of the tower as a luxury rental, and, based on comps, commanded unusually high rents for the 208 previously vacant units. The apartments broke records on a dollar per square foot basis for rentals in the Financial District.

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Services Provided

  • Identity rebrand + strategy
  • Teaser site
  • Redesign/development of website
  • design/production of window signage
  • Sales brochure + sales kit
  • Floorplan + keyplan sales sheets

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