Agency:
Mosaic

Agency:
Community

Year:
2018

Year:
2016

Role:
Concept Lead Designer
Art Direction

Role:
Design / Art Direction

Metlife Building NY Pitch

Chroma

The winning pitch for one of the most iconic NY building.

A coffee brand that highlights the coffee’s social and environmental impact.

The Ask

We were invited by Tishman Speyer to pitch against two other agencies to design the Metlife Building's brand identity. 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.

Goal

Create a brand that will break through and give consumers a reason to choose this coffee over the many other premium coffee options through a beautiful, premium brand that Cuban farmers will get behind and believe will be commercially successful in North America.

Solution

We decided to bring the address to the foreground of this concept and create a brand system around the number 200. Inspired by the International style, this is a contemporary identity that is connected with the history of this iconic building.

Result

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Creative Director:
Dave Watson

Copywriting:
Courtney Verk

Copywriting:
Cece Torchia

logo
bvi
200Park_Stationery_mm
murilo_tower_card
200Park_Email_2_Mockup_v2
WEBSITE_200
3_Posters_mockup
Flat_200Ad_3_v2
Flat_200Ad_4_v2
Flat_200Ad_2
Flat_200Ad_v2
Hoarding_Interior_v22
Hoarding_Interior3_V2
Hoarding_Interior1_V2

© Murilo Maciel / 2019

Representation

 

US / CA / UK
Shannon Associates