Branding a building is hard. But when that building lies in Manhattan, is set to house two floors of MoMA’s brand new galleries and was dubbed New York’s Tour Eiffel, well, then things get easier, or at least, more entertaining.
53w53 is a 1050ft tall building in Midtown, designed by French architect Jean Nouvel with interiors by Thierry Despont. It is characterized by a metal and glass façade that turns the building’s structural system into a distinct feature of its design.
My team at Pentagram was initially asked to develop an identity for 53w53: combining the building’s unique silhouette and two stylish colors such as gold and black, we created a timeless branding set that we applied to stationery, invites, floorplans, website and sales gallery experience.
Later we were asked to develop a series of marketing materials destined to sales agents and potential buyers, as well as advertising and direct mail.
Client: 53W53 (Hines, GS and Pontiac LG)
Agency: Pentagram
Areas of Focus: Naming, Brand Identity, Art Direction, Graphic Design, Editorial Design, Web Design
Year: 2017
Creative Direction: Emily Oberman
Designers: Christina Hogan, Jonathan Correira
Project Management: Sarah Corey
Project Photos: Mike Garten
Postcard Photography: Giles Ashford
