Historically rooted as the home of New York’s original printing district, Hudson Square Properties’ heirloom industrial buildings are once again the progressive center of a communication renaissance—an open page opportunity drawing innovative upstarts and global media stalwarts to a rapidly evolving New York neighborhood authoring the world’s next chapter.
In addition to refreshing the brand identity for the property portfolio, Allis developed campaign communications through an editorial visual language inspired by the publishing world. From photography, film, cartoon illustrations, and the presence of an authors hand, we positioned Hudson Square Properties as the ‘Editor-in-Chief’ of this evolving district.
Celebrating the charm found in the visual language of the printing process with the use of color bars, density charts, registration marks and editors annotations—we created a dynamic brand system that makes an impression and positions Hudson Square Properties as Editor-in-Chief of this illustrative district.
In collaboration with NY-based fashion photographer Natth Jaturapahu and Director of Photography Amin Shaikh, we captured the progressive playground for NYC’s modern working creative class. Vibrant talent plays the role of the prospective tenants’ workforce reveling in their own ‘Main Character’ moments—within both the portfolio’s awe-inspiring settings, and the vibrant surrounding neighborhood. With all the wit and editorial charm of the greater campaign, this shoot views HSP through a fresh and bold, yet elevated lens.
To capture the unique character of the portfolio, we worked with one of New York’s most lauded architectural photographers, Ethan Barber. His classic street photography approach is composed of warm captures, contrasts in light and shadow, and unexpected compositions—a technique that made for a perfect pairing with the editorial lifestyle imagery.
Every good paper has its light-hearted side—usually found in the comics section. Inspired by his work for Wes Anderson’s film “The French Dispatch,” we commissioned Javi Aznarez to illustrate a series a lifestyle scenes that depict all that Hudson Square Properties has to offer. With playful characters, iconic locations and quirky gestures, these vignettes help tell a more human narrative. In addition to these individual moments, we crafted a full scene bringing it all together—an imaginative depiction of the Hudson Square neighborhood and all of its exciting experiences—the more you look, the more you find.
