Agency:
Mosaic

Agency:
Community

Year:
2018

Year:
2016

Role:
Concept Lead Designer
Art Direction

Role:
Design / Art Direction

Metlife Building NY Pitch

Metlife Building NY Pitch

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

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

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. While there was no briefing to answer, it was expected a strong concept and design execution. 

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. While there was no briefing to answer, it was expected a strong concept and design execution. 

Solution

This concept represents the connection between this iconic building and the city of New York. The interaction between the unique brutalist shape, and light, which projects countless forms of shades in its surroundings are translated into graphic shapes that are used throughout the branding system. The colour palette was chosen to represent different times of the day. Everything was combined in the international style to create a bold and contemporary identity that has this iconic building in its core.

Solution

This concept represents the connection between this iconic building and the city of New York. The interaction between the unique brutalist shape, and light, which projects countless forms of shades in its surroundings are translated into graphic shapes that are used throughout the branding system. The colour palette was chosen to represent different times of the day. Everything was combined in the international style to create a bold and contemporary identity that has this iconic building in its core.

Creative Director:
Dave Watson

Creative Director:
Dave Watson

Copywriting:
Courtney Verk

logo
colours-shapes
shape_gen_220p
shapes
Mockup-Posters
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200park_website
200park_swag
200park_bcards
200park_book

© Murilo Maciel / 2019

Representation

 

US / CA / UK
Shannon Associates