Role:
Lead Designer


Agency:
Mosaic

Creative Director:
Dave Watson

Copywriting:
Courtney Verk

Year―2018

Metlife Building NY Pitch      

Built in 1960–63 as the Pan Am Building, it was designed by Emery Roth & Sons, Pietro Belluschi and Walter Gropius in the International style.
This concept represents the connection between this iconic building and the city of New York. The interaction between the unique brutalist shape, and light, which projects countless forms of shades in its surroundings are translated into graphic shapes that are used throughout the branding system.
The wordmark represents the building structure, that is divided into three broad segments.  
The colour palette was chosen to represent different times of the day. Everything was combined in the international style to create a bold and contemporary identity while celebrating the past and history of such iconic building. This concept is part of the winning pitch for one of the most iconic NY buildings.





Murilo Maciel
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