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A one-of-a-kind collaboration by celebrated design team Roman and Williams and JDS Development Group, the Fitzroy brings back character and beauty through the historical roots of New York architecture. The building features a green terracotta façade and large copper-framed windows. KCS named the building (based on the lost Fitzroy Road that ran through Chelsea in the late 19th Century), created a dynamic and contemporary brand identity system across multiple brand touchpoints including stationery, brochure, sales promotional package, floorpans, website, billboards, signage, photography art direction, and a proprietary font, Fitzroy Display, all as signature as the building itself.

Brand narrative here

Project Tags

  • Branding
  • Hotel & Restaurants


  • The Fitzroy


  • Design: Kevin Cantrell
  • Architect: Roman and Williams
  • Developer: JDS Development Group
  • Photography: Alpha Smoot Nick Rochowski (Bathtub)
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