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
