Tag Archives: Graphic Design

REA Field Trip to World Financial Center – Our Work is Up

Last week, the REA team took a trip down to The World Financial Center to check out the signage for the up and coming retail addition, which features the logo created by REA.  The large banners are currently hanging throughout the Winter Garden and are hard to miss.  We are very excited about our design hanging on display and are proud of all the work we did on this project.

To quickly recap, REA produced the idea and strategy for the brand, identity, brochure and renderings, as well as the website.  As one of the premier locations for office space in NYC, the WFC offers spectacular views of the Hudson River waterfront, a 10-story Winter Garden, shops and restaurants, and venues to host art exhibits and musical performances.  The WFC vision for 2013 includes a new retail streetscape along West Street, 40 local and international retailers, in addition to six restaurants with waterfront access.

REA’s Director of Design explains: “The inspiration for the logo came, in part, from the idea that the WFC was painting a new vision for itself — one that included a curated, considered experience — similar to something one would experience in an art gallery. Since WFC is near the water, I thought that the brush strokes of a watercolor painting would work for the logo. I did an initial set of drawings on tracing paper using a wide marker. After about the third one, I knew we had it … but we did another 20-30 just to be certain. Once selected, we scanned the drawing and then converted it to vector outline artwork in Illustrator.”

While on our trip, we also ventured outside to the WFC Plaza where we found a series of sculptures created by artist Adrián Villar Rojas. The pieces appear to be large cement blocks beginning to crack on top of wooden desks, but are actually made of clay.

Within several of the blocks are apples that are slowly decaying and being eaten away by the birds.  Known for his site-specific massive sculptures that reflect a fascination with parallel universes and outsized alternative worlds, his work titled “Before My Birth” is said to imagine the world through the eyes of the inhabitants of different worlds.

Live, Work, Create

Here we go … the continuation of our December REA APPROVED excursions.

Chip & Brittany found some awesome things to “Approve,” so check out the rest on our REA APPROVED blog here.

FAO Schwarz

About the location: Central Park, Fifth Avenue Fashion, spectacular art, thriving culture, endless shopping, unbelievable dining and lively nightlife – this is Pure New York City. Amid the whirl of excitement you will find the GM Building, and located at its base the legendary FAO Schwarz store, a timeless beloved destination loved by adults and children alike.  

How REA approached the design & video process: Our challenge was to create a customizable campaign that targeted individual world-class retailers, giving them the ability to envision their brands in the space. While touring the location, we noticed how the FAO Schwarz building exterior mimicked a showcase from the outside—like something you might find in a fine jewelry store. We also discovered that the location was truly unparalleled and a brand would be showcased here like no other. Thus the idea of “the perfect showcase” was born.

Milford Hotel

What REA produced: Video, website, email campaign.

About the retail location:  The Milford retail provides two retail spaces that can be divided – the first with three levels on 44th St; the second with the ground floor on 45th Street.  Every year, $4.9B is spent in Times Square – nearly half of which is retail spending.  This is no surprise, seeing as shoppers and tourists flock to Times Square as the ideal location to find the biggest and the best stores in New York City.

51K people pass by the Milford every day.  The Milford is located in the heart of the Theater District, near restaurant row and the Port Authority Bus Terminal, surrounded by NYC gems like Madison Square Garden, MoMA, Carnegie Hall, the Garment District, and Central Park.

The 1,300-room Milford Hotel itself was once the largest hotel in NYC when it opened in 1928, and remains one of the biggest and most well-known in the city today.

How REA approached the design & video process:  Our design process began simply by standing on the shoulders of the Hotel’s new brand identity.  We then came up with the idea of having each floor convey a different NYC neighborhood.  We infused this youthful and curious energy into the website design and short film we produced.

589 Fifth Avenue

What REA produced: Branding, video, brochure and packaging.

About the retail location: 589 Fifth Avenue is located on the premier southeast corner of Fifth Ave and 48th St. Fifth Avenue is the most prominent stage for retail in New York City – with several hundred thousand shoppers and tourists buying and browsing on a daily basis.

The sheer amount of foot traffic that Fifth Avenue attracts provides countless opportunities for potential customers to see and experience this location.  Fifth Ave is already the stage for the biggest names in retail, including Saks Fifth Avenue, Abercrombie & Fitch, H&M, Aldo, Urban Outfitters, etc.  This is a chance to build a must-see store that is more than just retail—it’s a destination on the world’s most desired avenue.

How REA approached the design & video process: Our approach was a combination of two strong ideas. The first was to encompass the power of Fifth Avenue and its worldwide appeal, which we expressed by “putting you brand center stage.”  The second was to introduce “TH!NK” and challenge potential tenants to consider all the location manifests and provides. The result was a fast-paced, heart-pounding journey into the power of 589 Fifth Avenue.

Reinventing Real Estate – Keystone Property Group launches new Website

The Keystone Property Group’s new website http://www.kpg.biz which is Phase I for their new brand expression is grounded in a few distinct ideas about how they see themselves, what they believe in and their value in the market.

Keystone Property Group's website by REA

Keystone Property Group's homepage

The Real Estate Arts creative team worked hard with Keystone’s leadership to get at some real ideas about the brand. Not just to look good and say all the “right” things but to clearly define a vision and point of view about themselves for themselves.

Keystone Property Group's Strategy Section by eal Estate Arts

Strategy Section

Reinvention and the idea of Reinventing Real Estate is a strong theme in the work we are doing. The bold typeface and distinctive language starts to point to the confidence in their abilities to get the hard work done and go beyond the expected.

Keystone Property Group's new website by REA

Reinvention Section

About Keystone Property Group  http://www.kpg.biz/index.html
Since 1991, Keystone has been reinventing real estate investment one opportunity at a time.

At the cutting edge of real estate investment and development. They acquire, develop, lease and manage commercial real estate properties, including office, flex and industrial spaces in major markets throughout the US. They operate private equity real estate funds and are responsible for overseeing the management, financing, securitization and disposition of all fund assets on behalf of investors.

Real Estate Arts is proud to partner with Keystone Property Group.

Stefan Sagmeister – Life, Works, Quotes & Tips on the Design Process

Stefan Sagmeister is one of the most well-known living graphic designers, currently based in New York and running his own small design agency.  Sagmeister is a hybrid of designer and fine artist, rooted in the belief that graphic design can be just as powerful as a painting: “You can have an art experience in front of a Rembrandt… or in front of a piece of graphic design,” he said.

Sagmeister is famous for his photo-based work and typography.  He often uses found objects to create typography, many of which can be found in his book“Things I Have Learned in My Life So Far.”

If you’re stuck on a project, Sagmeister suggests going to a busy cafe or restaurant and bringing only a piece of paper and pencil (a technique he picked up from film director Steven Soderbergh). Sitting there by yourself with nothing to do will automatically “shame” you into writing or drawing to look busy.

Censoring yourself, or assuming that a client won’t approve your idea, is “stifling.”  Sagmeister also believes that taking a year-long sabbatical every 5 years is essential to the design–or any work–process.  After doing a lecture at Cranbrook Academy, Sagmeister noticed the graduate students there experimenting with design — and realized he should experiment as well, for one “year without clients.”  Sagmeister believes design is more than just selling work… It can educate, tell stories, and create an artistic experience.

During his TED talk, Sagmeister shared several tips on how he keeps his ideas fresh during the design process:

- Thinking about ideas and content freely – with the deadline far away.

- Working without interruption on a single project

- Using a wide variety of tools and techniques

- Traveling to new places

He also shared his list of things he has learned in his life:

- Complaining is silly. Either act or forget.

- Helping other people helps me.

- Organizing a charity group is surprisingly easy.

- Over time I get used to everything and start taking it for granted.

- Money does not make me happy.

- Traveling alone is helpful for a new perspective on life.

- Assuming is stifling.

- Keeping a diary supports my personal development.

- Trying to look good limits my life.

- Worrying solves nothing.

- Material luxuries are best enjoyed in small doses.

- Having guts always works out for me.