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 the building.

The Max logo

A monogram formed from the letters MAX are 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.

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 and the property’s unique personality to create an elevated living experience that thousands of New Yorkers call home.

Services Provided

  • Branding
  • Design
  • Production: Photography & Art Installations