Bankside is the largest private residential development ever in the Bronx. The developer wanted to attract younger, hipper new residents during the building process, and to reassure people living near the site that the project would be realized in a community-centered and ethical fashion. Digital marketing began long before there were any units available for sale.

After working with the agency to pitch and win the business, I helped them to craft an impactful experience based on stylish design components and dynamic, motion-based interactivity. At first, the brand story was related primarily through color and movement, since actual content depth was limited. Initially, these experiences highlighted the history and personality of the neighborhood itself; featuring local artists, personalities, and businesses. The design system was intentionally developed so that it could serve in a retail capacity as the project matured.