The Challenge

The run-down commercial building off Wall Street had recently been bought by Tribeca Associates who were planning to give the 300,000 sq ft tower a major face-lift.

The key challenge for our team was to use marketing, branding and digital culture to change the perception of the 49-storey building, and reach out to a new kind of commercial tenant, geared towards young, green companies and start-ups while taking care not to alienate current tenants.

The Solution

The solution took shape through initial creative and UX sessions with the client and began with a new name to mark a break with the past, and from there we researched and developed the full user experience.

UX and UI

The client requested a full visual brand proposal to provide an evolution of the existing style while reinforcing their core ethos and difference to competitors – on the back of this design the UI was developed.

Wire-framing based on these discussions and research of core users was made and heavily tested and refined.

We created a fully responsive prototype in Marvel. Design questions were be answered quickly as well as helping to avoid working on static designs all the time.

Delivery

As director of the digital response team of 5 – we created a series of animated films, renderings, e-brochure, e-blasts, floor plans a teaser website and a full site that delivers a dynamic and easy to navigate structure.

Visitors to the physical building could interact with an art installation in the lobby – this was recreated as online version.

Results