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

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Executive Creative Directon:
Dave Watson

Copywriting:
Courtney Verk, Mathew Levinson

Copywriting:
Cece Torchia

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© Murilo Maciel / 2019

Representation

 

US / CA / UK
Shannon Associates