For those who haven’t spent much time in New York, it’s hard to picture this city of more than 8 million people boasting distinctive neighborhoods with a small-town feel. But that’s the lifestyle promised by the condos at 222 E. Broadway…and brought to life by this smart-looking brochure with a secret inside.
Designed by Watson & Co. and produced by our good friends at DataGraphic [projects / website], this chunky-feeling brochure features a cover meant to suggest that living in this Lower East Side neighborhood might lead to meeting one’s “Harry” or “Sally.” (Fun fact: The famous When Harry Met Sally “I’ll have what she’s having” deli scene was filmed a 16-minute-walk away.)
To give the piece a nostalgic feel, the phrase “It’s Like Harry & Sally” was letterpress printed on the front cover – 110 lb. Mohawk Crane’s Lettra Fluorescent White – using a typeface you might spot on a sandwich board in a little New York village. The property name, contact details and legal disclaimer were all offset printed on the back cover.
On the inside front cover is a second message in the same letterpress typeface: “Sometimes it’s the things you least expect together that just fit perfectly” – in this case New York’s past, present and future, which meet in this neighborhood.
Opposite this is a bold, full-bleed photo of the building. But hold on a moment – it looks like the right-hand page opens…outward?
That’s right! What at first appear to be brochure pages is actually 1 enormous 22-x-24 inch, fold-out map of the area around 222 E. Broadway – complete with photos that call attention to local restaurants and other attractions.
Offset printed on 70 lb. Mohawk Via Pure White Vellum Text, the map is neatly held in place by the gluing of a single panel to the inside back cover. Indeed a twist on the oh-so-trendy Swiss Binding. Several details and images of the property itself can be found in an accordion fold before the map is fully opened.
This brochure’s cover, with its warm letterpress printed typography, combined with the surprise birds-eye view of the neighborhood hiding inside, all help to make this area feel like home.
Never mind “I’ll have what she’s having” – “I’ll live where they’re living!” 😉
