Agency:
Mosaic
Agency:
Community
Year:
2018
Year:
2016
Role:
Concept Lead Designer
Role:
Design / Art Direction
Metlife Building NY
Metlife Building NY
A people-centered, bold and modern brand identity for the iconic Manhattan building.
A coffee brand that highlights the coffee’s social and environmental impact.
A people-centered, bold and modern brand identity for the iconic Manhattan building.
The Ask
While The Metlife Building will always be a highly recognizable structure in midtown Manhattan, it is the proud people within it that help transcend it to another level. The brand system should not only look contemporary and energetic but also refined and bold. And above all, it should focus on the individuals within it.
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
With the concept We Are 200 Park, we put people at the core of the brand identity. With a strong and graphic symbol that is inspired by the iconic building footplate, we show that, with people, it becomes a living, breathing entity. It is powerful, wise and energetic. It has dreams, ambitions, and aspirations.
Result
Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!
Executive Creative Directon:
Dave Watson
Copywriting:
Courtney Verk, Mathew Levinson
Copywriting:
Cece Torchia
