55 Hudson Yards

To attract tenants to this new premier property, Gensler partnered with The Related Companies and Oxford Properties Group to create a positioning narrative, identity and visual vocabulary for a luxe brochure and website. The brand positioning and marketing materials are sophisticated and timeless to reflect the development’s highly tailored, boutique nature. Suggestive of the Art Deco–inspired lobby and cast-iron façade, the identity and graphic vocabulary evoke the original architecture of the development’s Soho neighborhood. Printing techniques, such as embossing, metallic inks, high-quality paper and a non-standard legal-size format, combine to appeal to the targeted high-end tenants, including law and other professional services firms.