410 Tenth | The Creative Alternative

SCOPE

How do you make an old printing building in MidTown West, a block from Hudson Yards, stand out?

BRAND

By celebrating the building and the neighborhood’s history along with the Brutalist architecture, we redefined the building as a creative alternative to the glass office park that is Hudson Yards. The building was built during New York’s heyday as the design and art capital of the world. The giants of the industry worked here. The Brutalist architecture with the poured concrete structure inspired a constructivist brand expression with a modern, fashion twist.

Strategy

  • Brand Strategy

Design

  • Brand Identity
  • Graphic System
  • Marketing Presentation

Activation

  • Signage
  • Construction Facade

By dropping the word avenue and abbreviating the brand name to 410Tenth, we simplified the building name and helped to turn an address into a brand. Stainless steel signage against the stone wall provides a welcome juxtaposition of the rough and the refined.

The buildings brutalist architecture and print manufacturing history inspired a constructivist brand expression.

Through the repletion of the street address, we created a graphic system that promotes the name and reflects the building itself

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The creative alternative to the glass office park that is Hudson Yards.

To create an authentic, ownable story we looked to the building’s design and printing history. This approach immediately appealed to contemporary tech and fashion companies.

Street Grid/ Broadway Boogie-woogie. We used the graphic, utilitarian, industrial nature of the neighborhood as inspiration for refined graphics.

Problem

How do you make an old printing building in Midtown West an appealing to alternative to the mega-development Hudson Yards across the street?

Strategy

Creating a Brand Out of an Address

By dropping the word ‘avenue’ in the address and abbreviating the brand name to 410Tenth we simplified the building name and helped to turn an address into a brand. Stainless steel signage against the stone wall provides a welcome juxtaposition of the rough and the refined.

The architecture itself inspired a constructivist brand expression that is the creative alternative to glass office park that is Hudson Yards.

Through the repletion of the street address we created a graphic system that promotes the name and reflects the building itself.

To appeal to fashion and tech companies we used the graphic, utilitarian, industrial nature of the neighborhood as inspiration for the refined brand language of 410Tenth.

Outcome

After we branded the building and created the Keynote presentation, SL Green rented two thirds of the building in the first few meetings. The building is now fully occupied, with Amazon among the tenants.

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