20/02/2023
660 Fifth Avenue offers 1.5M sq ft of commercial workspace in the heart of Midtown Manhattan, NY. Our client, Brookfield Properties, redeveloped, reskinned, and redelivered the building as a shiny new office tower that any city would be proud of. Our goal? Nail the strategy, brand and tactical launch to help achieve this.
Brookfield Properties then launched a sub-brand of the original 660 Fifth Avenue marketing campaign called ‘The Tower’, which positions the upper floors as a premium workspace to elevate above the competition. To keep within the framework of the current brand, we differentiated the two by using an updated colour palette crafted from Central Park treetop views. The logo itself was then updated by including a border visualising unparalleled floor-to-ceiling windows. The logo device nestles into the existing visual grid which ties into the building’s exterior architecture.
660 Fifth Avenue is brand of high quality that was strategically thought out and intricately executed for the best results.