We crafted an emotionally-driven strategy and identity for Greywind, an ambitious addition to Hudson Yards. By aligning with Chef Dan’s sourcing and cooking principles, we tapped into the spirit of 2023’s cultural trends, resulting in significant press coverage from the likes of NYTimes and Eater.

Our work extended from white-space positioning to creating a brand book, a website, and producing over 45 pieces of collateral. These efforts covered not only Greywind itself but also its four adjacent spaces: Spygold, a speakeasy-style cocktail bar; Bakery at Greywind, a daytime bakery; the Chef’s Counter bar area; and The Conservatory, an amenity space within the connected residential building.