The brand identity centers around a contemporary customized version of the typeface Klausen (designed by Klim Type Foundry). The serif wordmark has dynamic cuts to the letters that convey strength, utility, and evolution. Inspired by the characteristic features of chisel engraving The wordmark echoes the building’s slender and vertical lines. An elegant visual system was created by incorporating illustrations throughout the informational materials featuring a foil-stamped logo in a comprehensive suite of prints to support the marketing and sales efforts. A primary well to hold brochures for the interior, house floor plans, amenities, and unites guide. The identity is infused with a rich color palette, evocative of the Chairman interiors, and saturated brown color for textural intrigue.