109 N 6th Street is a 3.5K SF retail development in the heart of Williamsburg, Brooklyn, a neighborhood with a cultural phenomenon that vibrates on varying frequencies at all times. This phenomenon is at once freethinking in its attitude but sharply critical in its display. While the neighborhood continues to mature there is an enduring compulsion to maintain a sense of vitality and sophistication that will always embroider Williamsburg with its unique sense of taste and cultural experience. To help tell the story of 109 N 6th Street, our objective was to deliver an energetic and mature brand platform--including a logo, positioning statement, and brand messaging--to launch the project with maximum impact and set it apart in a crowded Williamsburg retail market. We didn't want to create any ordinary brand because Williamsburg writes its own rules. We selected a bold, modern serif in bright red that bleeds off the page to give the brand the distinct edge 109 N 6 needed to be the creme de la creme. The brand identity is carried forth in an oversized, uncoated brochure and an online experience, both of which include stunning 3D illustrations and dramatic lifestyle photography that create a feeling of activity by depicting an environment that is at once sophisticated and filled with vitality.