# An Apparent Simplicity

> Identity, campaign, collateral, platform and film for The Bryant — David Chipperfield's New York tower developed by HFZ Capital, by Noë & Associates.

- Client: The Bryant, by David Chipperfield
- Services: Strategy, Design, Content, AI & Innovation, Production
- Sectors: Residential
- Locations: The Americas

With The Bryant, David Chipperfield makes a singular contribution to the dynamic New York landscape. The world-renowned British architect is a master of urban context, as his award-winning buildings in Berlin, Shanghai, and Mexico City demonstrate. For his first fully commissioned building in New York, Chipperfield introduces a language of unparalleled refinement and clarity, expressed in a tower that engages the city before rising above it in a simple, graceful gesture.

Developers HFZ Capital commissioned Noë & Associates to create the identity, guidelines, advertising campaign, brand collateral, Property Platform, and film for the project. Like Chipperfield’s work, the identity was ordered into a rich, symmetrical play delivering an undeniably contemporary system of true architectural quality and coherence.

www.thebryantnyc.com

“The goal was to design a building with classical elegance in terms of its symmetries, simple grids, and order.”

Extract from Marketing Film

“The difference between good and bad architecture is the time you spend on it.”

“In one sense, you’re concerned about the layout of the apartment itself—and you’re also concerned about its relationship to the rest of the city. In all of our work, we try to find a way by which the buildings have a strong physical presence.”

---

Source: https://noeassociates.com/projects/the-bryant-by-david-chipperfield
Site: Noë & Associates