Project Info
Project: 28 Liberty Repositioning
Type: Brand Repositioning
Design: Gensler NY
Partnership: Applied Images, Hatteras
Expertise: Brand Identity, UI/UX Design, Editorial Design, Marketing Collaterals, Art Direction, Environmental Graphics
Challenge
For over 50 years, One Chase Manhattan Plaza was occupied by one tenant. The new owners needed a complete identity refresh to celebrate the building's legacy and position it in the market as a Class-A office building.
Solution
The brand has a timeless characteristic inspired by the building’s architecture and monumental sculptures. To connect with the neighborhood, the name and color palette were inspired by the symbolic Statue of Liberty.
