30 e. 31
Turning architecture into aspiration in the heart of NoMad
President & Partner, SWAT. Partnered with Ekstein Development Group and Morris Adjmi Architects to lead the brand strategy, naming, and marketing for a 42-story luxury tower in Manhattan’s NoMad neighborhood. The goal was to create a brand system that matched the architectural precision of the building itself.
A Sculptural Statement in NoMad
30 E. 31 immediately stood apart within the evolving NoMad skyline.
With its angular glasswork and lattice crown, Morris Adjmi designed a tower that felt modern, architectural, and unmistakably New York — a sharp reinterpretation of classic Art Deco proportions and detail.
The design already had presence. Our role was to ensure the brand and sales experience carried the same level of precision and restraint.
Translating Architecture into Brand
We built an identity system rooted directly in Adjmi’s design language:
understated, geometric, refined, and quietly confident.
Every touchpoint aligned to that vision, from signage and gallery materials to content strategy and social rollout. The goal was not to overpower the architecture with branding, but to create a sales and marketing experience that felt equally thoughtful and resolved.
Aligning Brand and Sales
Even the most visually striking residential projects require strong alignment between brand strategy and sales execution. We partnered closely with Douglas Elliman to ensure the positioning, communications, and buyer experience all reinforced the same core feeling:
confidence without excess.
From private showings to sales materials, every interaction was designed to appeal to a discerning global buyer looking for sophistication, discretion, and architectural credibility.
That alignment helped the building stand apart in an increasingly crowded luxury market and ultimately contributed to a rapid sellout.
Takeaway
From the first time I saw 30 E. 31, I was hooked. The design was striking—modern Art Deco with just the right balance of sexy and refined. Working with Ekstein, Morris Adjmi, and Douglas Elliman was seamless, and what I loved most was that everyone involved was genuinely great to work with. The building sold out incredibly fast, and I’m proud to know we helped launch a new architectural icon in Manhattan.