30 Broad – Graffiti
We developed a branding and marketing strategy which helped transform and revitalise the image of a neglected pre-war building in Downtown Manhattan. Working with the whole project team, we created a bold new campaign that turned heads and sealed deals, including a paint gun graffiti-brawl cum art-installation in the building lobby.
Our strategic process featured facilitated workshops and competitor research, which led us to the concepts of ‘Bold’ and ‘Easy’. As an expression of this we created the graffiti art-installation in the rear lobby, designed by us and executed by talented local artists Risa Tochigi (Boogie), TC Weaver (REZ) and Erfan Amani (Dopephotofean). The installation embraced the building’s bold new outlook, and gave current tenants something to celebrate during the building’s refurbishment.