30 Broad

Repositioning a commercial skyscraper

Client: Tribeca Associates

reat estate branding for 30 broad new york - rendering 2
real estate branding for 30 broad new york - identity

Shifting perceptions of a neglected building

Tribeca Associates challenged us to develop a real estate branding and marketing campaign that would transform 30 Broad, a pre-war skyscraper in Lower Manhattan into an attractive commercial proposition for TAMI (tech, advertising, media and information) tenants. Our strategic process targeted younger and newer brokers who could benefit from a quick and effortless lease for their tenants and themselves, which led us to position the product as ‘easy’.

  • Brand identity
  • Digital
  • Print
  • Film
  • Renderings
  • Sales Centre
reat estate branding for 30 broad new york - branding

Bold and brave alignment

The two notions of ‘bold’ and ‘easy’ were manifested through the look and feel of the brand, the simplicity of the copy and the types of delivery channel, which included an art installation in the rear lobby, an animated film and an easy-to-navigate website. This single-minded and focused strategy, enabled us to create a bold and exciting campaign that turned heads and sealed deals.

real estate branding for 30 broad street - new york
real estate marketing for 30 broad, new york - lobby installation 2

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