Halletts Point brings a new waterfront community to a storied Astoria neighborhood in Queens, NY. Its seven buildings mix affordable and luxury residential living with on-site modern amenities like a supermarket, parking garage, and open-air terraces for the ultimate all-inclusive development. Our role was to create branded cohesion throughout Halletts Point’s towers and a sense of place when entering the beautiful shared public waterfront.

As a new development, Halletts Points needed a wayfinding strategy that created cohesive experience within its towers and throughout its multi-block community. We collaborated closely with the Durst Organization’s creative agency to strategize a site-wide wayfinding system and schematic design that integrated the visual identity into the signage. Using our signature project management style where we involve a wide spectrum of stakeholders, we received leadership sign off quickly to start the design process.

Given the architecture’s sleek aesthetic, we settled on a streamlined typeface and contrasting blue and gray colorways. The entryways received tall, dramatic signage to balance the scale of the towers while the interiors received more subdued signs for a relaxing navigational experience. We sourced fabricators who could use recycled materials like aluminum and low VOC adhesives and finishes to match the sustainable ethos of Halletts Point.