Halletts Point • Conway+

Halletts Point The Durst Organization

Halletts Point is a new waterfront community rising in Astoria, Queens developed by the Durst Organization. Located directly on the East River, the development is reinvigorating the Astoria waterfront and staying true the Durst brand’s commitment to sustainable design and living.

The Durst Organization tapped Conway+Partners for the brand identity development for the project, and tasked us with conceptualizing and designing a full marketing collateral package.

  • What We Did
  • Brand Strategy
  • Copywriting
  • Digital Design
  • Naming
  • Website Design

Pulling inspiration from the rich cultural diversity for which Astoria is known, Conway+Partners conceptualized a leasing gallery with vibrant neighborhood photography and illustrated maps.

The logo was inspired by the bridges and ferry adjacent to the development, which the rich blue brand color represented the East River. Alongside key Durst stakeholders, Conway+Partners developed a complete brand identity, prepared a full branding system with guidelines, developed copy and collateral mock-ups, and provided art direction on a suite of new renderings. We also designed and developed a micro-site for the property, and collaborated with the Durst social media partner to develop impactful and creative messages.