Signage & Wayfinding
Touch Screen App
Tilt The Scale To Your Advantage.
Home to some of the world’s leading media and life science companies, 525 West 57th Street’s robust infrastructure and connected location is designed to support both growth and creativity. With flexible and efficient side-core floor plates, here, ambitions of any scale are accommodated.
Together with long-term partners, Himmel + Meringoff, we helped to bring this property to the market with distinctive workspaces and purpose-built laboratories. Developed from the concept of large-scale flexibility, our brand system is bold and utilitarian mimicking the industrial nature of the expansive and functional floor plates.
Designed for impact, the primary red is applied across a multitude of deliverables from the environment to diagrams to messaging, providing an unmistakable relationship to the property. The building blocks for an ever-changing design system, the adaptable configurations of various shapes are a visual representation of the building’s floor plates and its angular facade.
With practical and unadorned letterforms, the monospace typeface adds another layer further cementing the robust presence of the brand, and relaying the well-built and methodical operation of the property. The logomark pays homage to the building facade and its iconic square-shaped mullions while the brand language is direct and insightfully witty.
With the expansion and impact of the brand in the market, the property has again come to life. With expressions on the page, on the screen, and in an immersive marketing center experience, its newfound presence is a beacon for New York innovation.