Case Study: Fetner Properties elevates 266 West 96th Street with Contrast & Company’s brand strategy and identity design

Fetner Properties brings 266 West 96th Street to life with Contrast & Company after nearly a quarter-century without a new Upper West Side rental

The customer, Fetner Properties, required branding for a new luxury residential rental property at 266 West 96th Street on New York City's Upper West Side. Their challenge was to launch the first new building of its kind in the area in nearly 25 years and to create a distinct identity that felt native to the historic community. The vendor, Contrast & Company, provided a comprehensive suite of services including research, brand strategy, identity design, and messaging.

Contrast & Company developed a visual identity that synthesized classic and contemporary elements, drawing inspiration from the building's heritage as a former NYC substation and civil rights site. The solution included a rotated logo stamp, a signature doorway shape, and a color palette native to the neighborhood. The flexible system was applied across marketing materials, sales resources, and building decor. The executive vice president at Fetner Properties praised the vendor, stating that Contrast & Company made the branding and marketing part of their job easy.

Fetner Properties