Welcome to REA

We are an independent branding agency informed by an acute awareness of business and culture, motivated by design and place.

Guided by research, strategic thinking and common sense, we build iconic brands centered around people to define meaningful relationships with the built environment.

With clear dialogue and ideas that resonate, we shape memorable experiences that enlighten and engage, launching active brands and places that deliver significant impact.

Approach

Doing different today to do
different tomorrow. We stand
for work that stands apart.

Place Defining to define place

We place an emphasis on place. Impelled by purpose and meaning, we define and communicate the impulses that influence the choices around the spaces we inhabit.

Place Branding to brand place

We transform places into destinations. We tap into the innate, idiosyncratic sensibility of each place to build purposeful brands and experiences that aren’t just different – they’re distinctive.

Place Marketing to market place

Predicated on studious insight into landscape, people and culture, our campaigns engender the desire to buy or lease, with measurable impact.

Team
Every relationship starts somewhere.
We want yours to start here.
Joseph Antonios Joseph Antonios

Joseph Antonios

Creative Director

Favorite place in NYC:

38°15'31''N 85°39'37''W

Australian born, with a history that began with branding for boutique wineries in Melbourne, Joe has continued his thirst for design, creating iconic brands both nationally and internationally. With experience at renowned brand agencies Grey Worldwide and Base Design; his portfolio spans work for Honda, Pepsico, City of Melbourne, RXR, JBG SMITH, Blackstone, Mack-Cali and the Australian Centre for Contemporary Art. He has received award nods from D&AD and both NY & Tokyo Type Directors Clubs.

Driven by a relentless curiosity, Joe seeks to deliver considered solutions to complex design challenges, placing clarity and good thought at the forefront of every outcome. Intelligent, intuitive and inclusive, his designs are grounded in strong conceptual thinking underpinned by an awareness of social and cultural attitudes. His current challenge is maintaining his very small following on Instagram.

Kelsey Milkovich Kelsey Milkovich

Kelsey Milkovich

Business Development Associate

Favorite place:

36°3'19''N 112°8'21''W

From Bethesda MD, but calling NYC home since 2017, Kelsey is instrumental in building and nurturing REA’s client relationships. With a background in education, she’s an expert at synthesizing information, creating new connections and identifying business opportunities to drive growth and profitability for our clients and our studio.

Driven to add value at both the project and organization level, Kelsey has extended REA’s presence throughout the east coast and midwest, landing new projects in Newark, Minneapolis, Charlotte, Miami and Baltimore, and growing our residential portfolio by over 25%. The result of her tireless efforts to connect with a variety of people, her ever-expanding client roster includes Oxford Properties, Kettler, Sage Realty and SJP.

Michael Goodgold Michael Goodgold

Michael Goodgold

Founder

Favorite place:

40°42'45''N 74°0'21''W

Born in Queens, Michael fell in love with the changing face of NYC. He saw the city’s architecture and design as a bookmark of the times, and was determined to make his own mark on the city.

Having graduated from FIT, Michael worked in his uncle’s fashion production company, where he became passionate about the possibilities arising from the intersection of business and purposeful design. After spending some time in Fashion, he found graphic design and communications to be a better fit. A role at a graphic design firm handling real estate clients followed – the city had come calling. Unable to ignore Manhattan’s siren song, Michael launched REA, shaking up the real estate world by delivering singularly beautiful marketing keepsakes vastly at odds with the plodding institutional fare that was the industry standard at the time.

Supported by a team of design professionals with backgrounds in branding and design, and deftly responding to new shifts and disruptions in real estate, the studio has since evolved its focus towards strategic place-making.

Michael remains fascinated by the question of what it takes to make a place that people gravitate towards. This has become a central theme at REA. Under Michael’s leadership, the studio’s unrivaled ability to help clients express the essence of a place through considered, engaging brand identities has positioned it as a conversation leader. 

Leia Perkins Leia Perkins

Leia Perkins

Senior Designer

Recommends visiting:

37°21'24''N 119°36'25''W

Having completed her studies at the Academy of Art University in San Francisco, Leia went on to launch her career at Landor, Mortar Agency and NiCE. Her portfolio includes projects for Coors Light, Covergirl, Max Factor, Pantene, Banana Boat, Mad River Distillers, JBG SMITH, Oxford Properties, East End Capital, Kettler, RXR and Blackstone.

A collaborative storyteller at heart, Leia values design that expresses a unique viewpoint to create impactful outcomes. Fascinated by the interaction of place, people and high-concept ideas, her passion for exploring new creative worlds through visual media is informed by her wide-ranging reading list of magical realism, sci fi and ecological fiction. 

Angela Han Angela Han

Angela Han

Senior Designer

Favorite place in NYC:

41°25'40''N 74°3'32''W

Born in Korea and raised in California, Angela touched down in NYC after completing her studies at the Rhode Island School of Design. Having donned multiple career hats as a design researcher, brand consultant and service designer, she has had the privilege of working with a diversity of clients including Kupona Foundation, Black Girls Code, the Lowline, Makeshift, MCA Denver and UKA Ventures.

Angela stands for solutions that drive change, create purpose and make an impact. With every project she strives to deliver an experience through empathetic design, an approach that has a rich understanding of human needs at its core, while also positioning audiences to make informed decisions along the way. When not at her screen, Angela spends her time at a kiln firing her own ceramics.

Shana Weiss Shana Weiss

Shana Weiss

Senior Project Manager

Favorite vacation spot:

17°44'22''N 64°47'0''W

A Miami native who has backpacked around the world, Shana has since made herself very much at home in NYC. At REA she has overseen from concept to completion large-scale commercial, residential and retail projects for Himmel and Meringoff, Blackstone, JBG SMITH, RXR, Grosvenor, Oxford Development Companies and more.

Motivated to help amazing design happen, Shana channels her preternatural levels of organization towards achieving exceptional results for both her clients and her team, and revels in seeing creative ideas brought to life. In an environment built around design and big ideas, she gets to flex her own creative muscles via the impromptu problem solving that forms the heart of her project manager role. A time management pro both inside the office and out, Shana spends her off hours weightlifting, hiking upstate and basking in the affections of her Maltese pup Kila.

Michela Povoleri Michela Povoleri

Michela Povoleri

Design Director

Would rather be:

45°31'94''N 11°20'18''E

Originally from northeastern Italy, Michela studied advertising, graphic design and editorial design in Pesaro and Urbino before heading Stateside to complete an MFA at the Yale School of Art. She built her portfolio at Benetton’s creative studio Fabrica, the Yale British Art Center and several design and architecture studios in Europe and the US before landing at REA, where she has worked on place-making projects for Mack-Cali and JBG SMITH.

As a designer, Michela throws herself into the discovery stage to uncover what makes each project fresh and unique. Passionate about the possibility inherent in every assignment, she seeks to explore an idea from multiple viewpoints, making connections and drawing inspiration from the world around her — overhead conversations, found objects and serendipitous media snippets. The Jacks store across the street from REA speaks to her frugal upbringing and keeps her thrifty soul at peace.

Thomas Rosselli Thomas Rosselli

Thomas Rosselli

Designer

Would like to visit:

15°52'12''N 100°59'33''E

Originally from Florida, Thomas touched down in NYC in 2016 and has been an irreplaceable part of the REA team ever since. A graduate of the Savannah College of Art and Design, he has developed bold brand identities for clients including Rockpoint Group, JBG SMITH and RXR.

Tom is an ardent proponent of what he calls the “four Ds” – discover, develop, design and deliver – leveraging these alongside his affinity for motion design to create experiential work that is uncompromisingly cinematic. Post-work, he channels any residual creative energy into fermenting fiery hot sauces and effervescent kombucha.

Natalie Fanelli Natalie Fanelli

Natalie Fanelli

Project Manager

Would like to visit:

40°38'50''N 73°47'16''W

Nat gets her can-do attitude from growing up in an entrepreneurial household. With a personal motto of “plan your work; work your plan”, her approach to project management is all about turning the impossible into the eminently doable. Proactive, communicative and adaptable, she expertly balances client and team needs to ensure consistent success. At REA she has nimbly handled projects for Brookfield Properties, JBG SMITH, Mack-Cali, Normandy, Related Group, RXR, Vornado, and others

A true Millennial, Nat looks to a wide range of social media to inform her passion for place-making and trend-hunting. The NYC skyline is her spirit animal.

Tom Hayes Tom Hayes

Tom Hayes

Senior Designer

Would prefer to be:

48°49'11''N 2°25'35''E

A UK native, Tom has lived, worked and studied on both sides of the pond, including at the Savannah College of Art and Design in Georgia. Over the years he has built a portfolio of work for noteworthy brands including Bonhams, Sirin Labs, Related and Salomon.

Tom’s approach to design foregrounds simplicity and solutions. In every project he strives to deliver the cleanest, clearest solution possible, while bringing in subtle, unexpected elements that add meaning and delight. An avid sportsman, Tom spends his summers on the golf course and his winters on the ski slopes.

Join our team and help us create a new place with a different perspective. View open positions
Join our team and help us create a new place with a different perspective. View open positions

Capabilities

We sketch, write, code and
wonder. We are a place of
design and dabble.

  • Research
  • Brand Strategy
  • Brand Architecture
  • Naming
  • Copywriting
  • Design
  • Art Direction
  • Identity Systems
  • Marketing
  • Website Design
  • App Design
  • 3D Visualizations
  • VR Experiences
  • AR Experiences
  • Interior Styling
  • Advertising
  • Content
  • Video
  • Photography
  • Environment
  • Signage & Wayfinding
  • Packaging

Awards

We do great work with great
people for even greater results.

Harborside JC
View case study
Marin Architects
View case study
The Ballpark
View case study
Founders Park
View case study
Frequently Asked Questions
What is ’place’?

The built environment is all around us in the form of businesses, properties, hotels, restaurants, institutions, districts and neighborhoods. But without intervention from developers, designers and placemakers it’s all just homogenous “space”. We implement and apply a strategy, vision and visual expression to these spaces transforming them into meaningful places that instill pride, belonging and community.

What are ’brands you can’t ignore’?

Driven to challenge the status quo and reshape how we experience our cities, we create brands that deliver a lasting impression while echoing the qualities that people actively seek. Rich with cultural significance and ingenuity, our identities produce measurable impact, driving business, investment and appealing to greater audiences.

Why work with REA?

REA is committed to creating memorable brands that engage on a human scale and drive quantifiable results. Here to challenge ourselves and our clients we curb the familiar and relentlessly seek to deliver solutions that are irresistibly iconic and unmistakably ours. By looking outside our field for influence and inspiration, we develop ownable identities that stand apart.

What are our expectations when working with new clients?

Checking off boxes is not enough for us. We aim to differentiate, unravel norms and challenge expectations about what it means to brand the built environment. As a result we seek to work with clients aligned in our belief that the value of branding is integral to the success of any undertaking, and who are open minded, with expectations as grand as ours.

What is REA’s ’perfect’ project?

Every project has the potential to be perfect. From the boutique to the large-scale, we see each project as a unique opportunity to use design to drive an unexpected outcome. Perfection arises not from the brief, but from the results. Where there is a clear, unique vision at work, we can bring it to life in fresh and compelling ways. The outcome is a solution that is perfect for the project and client, and therefore perfect to us.

BRANDS YOU
CAN’T IGNORE.®
132 W 31, SUITE 602
NEW YORK, NY 10001
212.226.3300