Vantage Properties Branding was an attempt to give a consistent identity to growing collection of buildings throughout the New York City boroughs of Manhattan and Queens. The residential rental buildings which numbered in the hundreds and were accumulating at a rate of a dozen per week, were of a variety of styles and periods and the new owner wished to establish a cohesive thread throughout the collection. The purpose was to enable recognition of the assets of what was quickly becoming one of New York City's major landlords. This was to function as an advertisement for potential renters and instil a pride in one's home for tenants. Consistent approaches to glazing, lighting and graphics were developed. Exterior walls to public spaces such as lobbies were to receive new low iron optically clear glazing for doors, walls and cantilevered canopies. Public spaces were to retain historic stylistic embellishment but unadorned surfaces were to receive flat bright white paint and were to be emphasised with high-efficiency, high temperature lighting. A number of options were explored for the graphic approach be painted on masonry walls and etched into glass walls and canopies including super-graphics of street address numbers, identity cards with building information and address stamps.