Halletts Point

[ About ]

Inspired by the Danish concept of Hygge, Halletts Point is a residential community in Astoria built around warmth, connection, and everyday ease. For Phase II, I led the branding from concept through rollout—shaping a visual identity that feels grounded, soft, and human. Through intentional typography, color, voice, and layout, each touchpoint was designed to create a sense of home. From signage to print collateral, the brand invites residents to slow down and feel a true sense of belonging.

[ Challenge ]

Evolving the brand while maintaining continuity with Phase I
Designing a visual system that evokes warmth and human connection
Applying the brand consistently across diverse formats—print, environmental, and experiential
Balancing function and beauty in wayfinding and signage design
Maintaining creative vision across a long development timeline and multiple stakeholders

[ Services ]

Brand Identity Design, Environmental & Wayfinding Design, Art Direction, Print Collateral, Signage & Window Vinyls, Messaging & Voice Development, Campaign Rollout Strategy

The Process

Color in Context: Solving a Palette Puzzle at Halletts Point

For this multi-building residential development in Astoria, each building was assigned a distinct color — one pulled from the spectrum of a rainbow. My challenge was to create a cohesive brand system that could stretch across all five buildings without feeling disjointed.To solve this, I designed a unifying foundation of warm neutrals and grounding tones that could balance the boldness of each color. Then, I carefully curated supporting accent palettes around each core hue — ensuring every building felt unique yet still unmistakably part of the Halletts Point brand.This thoughtful color strategy carried through from digital to print — and I worked directly with the press to make sure each color was calibrated perfectly across all materials.