Photograph of The Max's entrance and canopy sign from street level during the day

The Challenge

The Max, the second largest apartment building in Manhattan, launched in 2018 as 606 W 57th. TFC asked us to develop an identity and rename 606 in honor of Max Elghanayan, a member of the family owned business.

We worked closely with his family and colleagues at TFC to create an identity that honored Max’s sensibilities while also respecting the design aesthetic of the property.

The Max logo

A monogram formed from Max’s name is the basis for the visual identity system. This monogram is found throughout the property as a pattern and as the foundation for several art installations which further explore some of Max’s interests in woodworking, architecture, planes, and linear abstraction.

Photograph of a billboard on top of a building in NYC during the day
Photograph of printed materials for The Max
Photograph of The Max front desk
Photograph of The Max artwork by Bower Studios

Elevator lobby mirror inlay piece by Bower Studios

Photograph of The Max pattern artwork by Minako Iwamura

Mail room stencil pattern by Minako Iwamura

Sculpture based on the monogram by Keep Furniture

The Solution

The visual identity system integrates TFC’s existing design language, the property’s unique personality, and Max’s sensibilities to create an elevated living experience that thousands of New Yorkers call home.

Services Provided

  • Branding
  • Design
  • Production: Photography & Art Installations