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 full brand strategy, naming, and marketing for a 42-story luxury tower in Manhattan’s NoMad neighborhood. Delivered a refined sales platform and design system that helped 30 E. 31 stand out in a saturated market and sell out fast.

A Sculptural Statement in NoMad

30 E. 31 was more than a building. With its angular glasswork and lattice crown, Morris Adjmi’s design gave the tower a sculptural silhouette—a modern Art Deco statement in the evolving NoMad skyline. But even the most beautiful buildings need a story.

Translating Architecture into Brand

We built a premium identity system rooted in Adjmi’s design language—understated, geometric, and elegant. Every touchpoint aligned to this narrative, from signage and gallery materials to content strategy and social rollout.

We didn’t oversell. We revealed. Through sharp design and immersive storytelling, we translated the precision of the architecture into a brand that felt timeless, intelligent, and quietly powerful.

Coordinating with Sales

To ensure market impact, we partnered closely with Douglas Elliman’s team, aligning brand strategy with real-time sales execution. Account lead Woody Wright played a key role bridging creative and commercial efforts.

The entire experience—from brand voice to private showings—was crafted to appeal to a discerning global buyer looking for confidence without flash.

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.