The visual identity and the redesigned logo takes inspiration from 20th-century pen lettering and architectural designs. We utilized a warm color palette and neighborhood photography that complements the care and craftsmanship of the architecture.

The campaign is a cinematic expression of classic New York City illustrated through a series of unexpected moments. Living in Good Taste is about truly living well — not fitting to one expectation of what Upper East Side living is, but living artfully and ardently pursuing your interests, while having fun and not taking things too seriously. It's about spending moments together — eating, enjoying art, having interesting conversations.