The creative direction for this new building located in South St. Seaport was inspired by the vibrant neighborhood with its outdoor contemporary art and views of the 3 Manhattan bridges. The use of bright colors, bold graphics and textured varnish printing techniques made 200 Water St. a standout attraction. The attention getting campaign consisting of a website, exterior signage, advertisements, brochure and leasing office graphics resulted in a 30% lease up in 2 months and 100% occupancy in 5 months. Produced at silver creative.