One Fifty Lawrence

The challenge

A new building, built from the ground up.

One Fifty Lawrence is a new residential development at 150 Lawrence Street in Downtown Brooklyn, with 99 rental apartments across 24 floors.

When the project came to Studio Heym through Rentopia, the building had no visual identity, no website, and limited architectural renderings.

The job was a complete brand and digital experience from scratch: a distinct presence for the property, and a convincing first look for renters at a building still taking shape.

Project partner: Rentopia
Brand, Website, Illustrations, Renderings & Copy: Studio Heym

Rendering of the One Fifty Lawrence roof terrace at dusk, a timber pergola and lounge seating above Downtown Brooklyn — Roof terrace rendering

The approach

The calm place you come home to.

Downtown Brooklyn never stops moving. A building there doesn't need to compete with that energy. It needs to be the calm place you come home to.

That idea shaped the entire creative direction. Soft sage, layered olive greens and warm neutrals set a calm, sophisticated atmosphere. Elegant typography, generous white space and a custom wordmark gave the brand its architectural character.

Rather than leaning on traditional luxury real estate language, we focused on how the building should feel. Considered, welcoming, and quietly elevated.

Where Intention Meets Atmosphere.

Brand identity & creative direction

A wordmark with room to breathe.

Tall, hairline letters, with ONE FIFTY set small and stacked beside LAWRENCE, the way a number sits beside a name on a door. Quiet enough for a lobby wall, clear enough for a phone screen.

The wordmark, Lobby Light on Marbled Green

One mark, every color in the palette

Color palette

Every color is named for something in the building.

Lobby Light

#EFEDE6

The ambient light of the shared spaces

Olive Bench

#818A6A

Upholstered benches and soft seating

Marbled Green

#4A5648

The deep green marble behind the sconces

Stone Veil

#C2B9AD

Floor tiles and the curves of the lobby

Terrace Leather

#8B765B

Bench upholstery and bronze details

Shadow Taupe

#3F392C

Elevator doors and built-in furniture

Framed Steel

#181611

Dark metal framing at the entry

Color Palette

Three palette directions went to the client. Urban Serenity became the brand: warm neutrals, layered greens and rich earth tones, each one pulled from a material in the building.

The renderings carry a soft purple tone from the dusk light. The palette was chosen to work with it: greens and warm neutrals that sit easily beside a lavender sky, so the brand and the imagery read as one.

Typography

A tall, fine display face for headlines. Babe Sans for everything that needs to be read.

Type, as it sits on the home page

Website design

From identity to digital experience.

The website brings the brand to life through UX and UI design, original illustrations, architectural renderings and copywriting, all working as one system.

Every element, from the typography and imagery to the navigation and messaging, was designed to make the building feel tangible, desirable, and easy to explore.