One Five Nine East 53rd Street: Brand Design

Boston Properties charged Gensler to reposition this free-standing, six-story office building and public plaza, giving it a facelift and a fresh, new identity as a springboard to revitalize the neighborhood and re-energize the Midtown core. This unique workplace opportunity required a bold and engaging brand. Inspired by the building’s shape, Gensler created a representative symbol and a contemporary address-based name for the new brand identity. The new branded visual language is active, yet sophisticated, with a clear lifestyle story, which ultimately translated to the building’s website, digital sales collateral and on-site leasing gallery.