A New York icon, reimagined for a new generation of city living.

StuyTown and Peter Cooper Village have been part of the fabric of New York for generations, a sprawling residential community offering something increasingly rare in Manhattan: space, greenery and a true sense of neighborhood.

The opportunity was to evolve an iconic, longstanding brand to better reflect the energy, diversity and everyday experience of living there.

While at HZ, I was part of the team that reimagined StuyTown with a fresh visual identity and brand system rooted in the idea of a village within the city. Bold typography, an approachable visual language and lifestyle-driven imagery brought a more contemporary personality to the brand while celebrating what has always made StuyTown unique: neighbors knowing neighbors, room to breathe and the feeling of having your own corner of New York.

The identity extended across digital, advertising and on-property touchpoints, creating a cohesive brand experience for the existing community and its next generation of residents.