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 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.
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.
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.
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.
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.
Executive Creative Direction:
Dave Watson
Copywriting:
Courtney Verk, Mathew Levinson
