East River Esplanade

The East River Esplanade extends over two miles along the East River waterfront in New York City from the Battery Maritime Building to Pier 35 in the Lower East Side. The project is focused on revitalizing the existing waterfront space and improving the quality of life for local residents and visitors alike. The first phase of the East River Esplanade project opened to the public in Summer 2011 and aims to be completed by the end of 2016.

We worked with SHoP Architects, NYCEDC, and NYC Department of Parks and Recreation to develop the East River Esplanade’s new identity and signage system. The cornerstone of the system is the logo which doubles as an abstract letter ‘E’ as well as a visual representation of the esplanade and it’s adjoining piers. We worked with the core project stakeholders to create a robust, cohesive, and flexible signage system for the park. The system contains wayfinding and informational signage that is modular and multilingual to cater to the diverse audience base of one of New York City’s most popular tourist destinations.

First Leaf

Firstleaf is a one-of-a-kind service that tailors wines selections to your personal taste and offers a smarter way to discover wines you’ll love. They bring hard-to-find gems from around the world and reserve these exclusive, small-batch wines for their members. Each bottle is not only the best; it’s the best for you because they select only custom wines from the world’s greatest vineyards and match them to your tastes.

We worked with co-founders, Philip James and Erik Steigler to design the end-to-end online experience and the core visual brand identity. The target audience for the service is an older sophisticated wine connoisseur and a younger wine enthusiast. With this broad user base, the service required an extremely accessible design system. We focused on mobile first with a simple, yet elegant interface designed to increase engagement. We wanted to humanize the product recommendation engine and put the emphasis on micro interactions and a distilled set of core user tasks.

The visual brand identity was designed to represent the best-of-breed product, curation, and service that the company offers while also showcasing it as an aspirational and trusted brand. The logotype is a customized wordmark in which the lowercase ‘i’ also reads as a numeral ‘1’ and nods to the name of the service. The triangle logo visually symbolizes a bunch of grapes and represents the unique service differentiator of six bottles (instead of the traditional case of twelve) that are featured in every box shipped.


Led by founders Marissa Sackler and Simon Isaacs, Beespace is a new concept nonprofit incubator, helping to identify and launch the next generation of innovative nonprofits. By providing shared services, office space, and support from a dynamic community of innovators and leaders, Beespace is poised to launch the best and the brightest nonprofits looking to Profit the World.

We worked intimately with Interim Executive Director, Simon Isaacs from the ground up to develop the brand from the core brand positioning and brand manifesto to the visual brand identity, print collateral, website design, and office branding. We crafted an aspirational brand motto, Profit the World that champions the values, purpose, and intent of the organization. Alongside this process, we developed the core brand identity looking to distill all Beespace has to offer into a visual brand language from the logo and typography to the photography direction and icon development. It was essential that the visual identity embodied the progressive spirit, vibrant nature and energetic intentions of the organization.

One of the most exciting pieces of this brand is the Profit the World mural created to live permanently in the space. The mural is a dynamic and abstract expression of the internal ethos, energy, and values of the incubator and is a visual feast to enjoy and inspire over and again.

We are honored to be a part of bringing this incredible brand to life and look forward to continuing to support the organization and it’s incubees as they forge forth to Profit the World.

Blue Hill

Blue Hill brings a taste of their exquisite, award-winning dining experience to your local dairy aisle with the launch of their savory yogurt line, Blue Hill Yogurt. Laureen Barber, co-owner and Design Director of Blue Hill, approached us to work with her to bring this exciting brand to life in the yogurt branding, packaging, print collateral, and website design. It was important to Laureen that the brand felt authentic to the Blue Hill brand and that it had it’s own unique identity that would stand out in a crowded yogurt dairy aisle.

From our first meeting, we were mutually inspired by the aesthetic of a vintage seed packet line for the yogurt brand and packaging. The artisanal quality of the packets meshed with the farm-to-table Blue Hill brand and felt like a natural direction for this product line. We worked with the talented Mary Woodin to craft vegetable illustrations and brushstroke lettering for each flavor. Juxtaposing the warmth of the illustrations and the cool slate struck the right balance of authenticity and refinement at the heart of the Blue Hill brand. We added level of whimsy and depth to the product experience by adding a surprise message underneath the colorful and vibrant lids.

For the product launch, we worked with Laureen and her team to develop a press kit package utilizing wooden boxes filled with samples of each flavor in small weck jars and a stack of cards that told the story of the brand and introduced the flavor profiles: Beet, Carrot, Tomato, and Butternut Squash. We worked with photographer, Ben Alsop to capture images that highlighted the natural beauty of the quality ingredients. The brand storytelling continued on the website where we aimed to take viewers effortlessly through the full experience of the yogurts — from the heritage of the Blue Hill dairy farm to the 100% grass fed quality of the milk to the tasty, savory flavor profiles and how to use the yogurts in everyday recipes.

Soul Kitchen

Soul Kitchen is a “community restaurant” in Red Bank, New Jersey, developed with passion, dedication, and vision by Dorothea and Jon Bon Jovi. The Kitchen, an overhaul of the traditional soup-kitchen concept, is a place where anyone can come and enjoy a hot, nutritious meal in a warm, welcoming setting. Diners have the option of paying a small donation or volunteering their time in the Kitchen in exchange for the meal.

We were tasked by Dorothea and Jon to develop a vibrant, expressive brand-identity system that would encapsulate their mission and appeal to a diverse audience. We created an aspirational motto, Hope Is Delicious, and a brand manifesto that speaks to the ideals and intentions behind the Kitchen. We created bilingual menus, receipt holders, and other collateral with a soulful hand-done type style, and we carried that style and feeling to the website.

Soul Kitchen opened its doors in October 2011 to a warm and welcoming community and incredible media support.

119 8th Street, Suite 200 Brooklyn, NY 11215 (718) 768-2191 hello@aptone.com 2014 Apartment One. All rights reserved.