Fifty Third and Eighth

Admit it: Real New Yorkers are skeptical of anyone who chooses to live anywhere else. Located in the heart of Manhattan, Fifty Third and Eighth wrapped both arms around its Hell’s Kitchen neighborhood, then summoned the city’s unique set of characters and designed them a place to call home. To introduce the lifestyle, Watson honed in on the building’s eclectic vibe, created the character concept, then paid tribute to it all with a series of printed promotional products, email blasts, web presence involving video, and collateral.