Set against sweeping views of the Long Island Sound and just minutes from Manhattan, ALLEN brings a new energy to upscale living in New Rochelle, and our goal was to match that ambition with a brand that feels elevated yet approachable, fresh yet timeless. The identity blends clean urban lines with warmth and ease, capturing the spirit of a place designed to feel like home from the start, and the creative rollout touched every element — from digital illustration, brand identity, and foundational messaging to a cinematic film and full web experience that reflects the style, comfort, and convenience at the heart of this project. Every detail was built to move with purpose and presence, inviting residents in through typography, tone, motion, and stillness, all coming together to signal not just a new address but the beginning of a bold new era for New Roc City.

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