Equity Office, with the help of CBRE, invested significant resources to reposition 44 Wall as a professional option for creative companies in downtown Manhattan. They wanted to reposition 44 Wall as a smart and professional option for creative companies in a downtown market saturated with sub par options. From a revitalized lobby to innovative prebuilt spaces, the marketing strategy needed to create a new identity supported by new ownership and building improvements.
Neoscape enabled this transformation by challenging the preconceptions of what it means to have a Wall Street address in 2017 by, quite literally, rewriting the brand. We were intent on delivering an identity that both repositioned the brand with creativity and personality, and actually challenged the status-quo in the marketplace.
To that end, we changed the perception of 44 Wall by bringing energy and personality to the campaign through tags and doodles, scrawled messages, and attention-grabbing writing. The brand aesthetic is progressive, imaginative, and smart, raising the bar for all of Lower Manhattan. Instead of buttoned-up, conservative styles, colors, and copy, we created a vibrant, younger look and feel for the building. Bright yellow headlines, splashed across artwork that depicts trendy, creative New Yorkers speaks to a whole new audience.
Equity also needed to show off its improvements and present these new pre-built spaces as ideal for creative and innovative tenants. Neoscape digital artists created a world inside 44 Wall that nobody knew existed, showing creative office spaces that would attract a different type of tenant to Wall Street. The website continues to reveal build-out possibilities. With each scroll through the site, the viewer sees more and more evidence that 44 Wall offers something special over the the rest of the market.
The brochure had an interesting challenge of its own. With their ongoing renovations of prebuilt floors...view more
Silver in Integrated Graphic Design 2018
Equity Office , US