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AF New York are distributors of fine bathroom faucets and fixtures.

AF New York has two exclusive showrooms located in the Flatiron District of Manhattan. They were about to launch Project 6 – the first showroom of its kind, designed and specified by architects to provide a unique gallery-style viewing experience for high-end bathroom products.

To coincide with the launch, AF New York wanted to completely update their website and branding. I was invited to create a unique tone of voice and plan the brand language for the new site. I developed the naming strategy and hierarchy for the new venture (AF Project 6 is on the sixth floor of their building above AF Studio 5, which is their main showroom). All names fall under the umbrella of the AF New York brand.

The next step involved me presenting a revised wireframe for the site to help structure the narrative. AF’s tone of voice is based on the unique speaking style of the owner, created from hours of discovery interviews. He is a charismatic New Yorker with a philosophical (and utterly compelling) view of what a bathroom space can become.

I carried his tone of voice onto the website and created a brand story that tells the history of AF New York from their beginnings in 1922. Since they design bathroom spaces for many of the tallest buildings in Manhattan, I named the blog section of their website “The View” and continued working with their team to outline a content strategy that they could use to write in-house articles.

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