Ellipse – A New View of Luxury

Dark Roast tapped into the definitive luxury of Newport’s flagship high-rise, the Ellipse, to deliver an elegant brand identity and lease-up campaign.


At the Ellipse, residents truly enjoy a blissful life among the clouds. In addition to unique panoramic views of the Manhattan skyline, beautifully refined interiors, and exceptional amenities, this legendary high-rise offers spacious apartments and a one-of-a-kind living experience you won’t find anywhere else. The Ellipse tasked Dark Roast with developing a real estate brand identity that matched the luxurious property while embracing its upscale appeal.


We pulled out all of the stops to bring The Ellipse to the industry forefront, with web and graphic design that embodied the majestic allure of the property. In addition to stunning brand visuals, eye-catching photography, an impactful brand logo, and immersive UX/UI, we delivered a 360-degree lease-up campaign and executed comprehensive marketing strategies that resulted in full occupancy six months ahead of schedule.


Real Estate




Market Research, Brand Strategy, Concept Development, Brand Identity, Brand Positioning, Key Messaging, Brand Story, Style Guide Creation, Visual Identity, Logo Design, Illustration, Custom Typography & Fonts, Website Development, Website Design, Copywriting, Floor Plan Design, Digital Banner Ad Design, Exploratory Mockups, Wireframe Mockup Design, UX/UI Design, Graphic Design, Brand Collateral Design, Print Design, Photography, Videography, Video Production, Video Post Production, OOH

Ellipse Logo - Blue and White
Ellipse - Web Design Display

“Ellipse’s Branding is taking on a luxurious air. “

—Curbed New York
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