Six Eight One

Role: Design Director and main designer.
Executed at REA with CD Joseph Antonios.

The 681 Fifth Avenue campaign reintroduces a historic Fifth Avenue retail landmark with a refined visual identity that bridges legacy and modernity. A deep navy foundation paired with ethereal gradients of gem-like tones conveys sophistication, movement, and timeless allure. The bold yet elegant typography anchors the system with statements such as “A Jewel from All Angles” and “A Legacy on the Rise,” positioning the space as both an icon and a renewed destination.

Centered around a clean oval emblem, the brandmark emphasizes distinction and permanence while the atmospheric visuals suggest dynamism and reinvention. Together, the elements create a campaign that is evocative, dynamic, and ethereal—capturing 681 Fifth as a prestigious retail address ready to be rediscovered.