Five Franklin Place

copywriting · copy editing

In the cut-throat world of high-end Manhattan real estate, branding is everything. That’s why when the developers Sleepy Hudson proposed building Five Franklin Place in Tribeca, they hired Pentagram to design the project’s identity, sales center, and marketing materials.

Designed by Dutch architecture firm UNStudio, Five Franklin Place was to be the most luxurious, avant-garde residential building in the city. No expense was spared in the effort to attract buyers. The typical marketing brochure was replaced by a hardcover book with specially commissioned photography. Glossy renderings were turned into finely printed postcards. Event invitations were embossed on thick, textured card stock. For my part, I researched and wrote an essay about B&B Italia that was included in the book and copyedited and proofread everything from the text that appeared on the walls of the sales center to the postcards.