We worked with East End Capital to develop an incandescent brand identity to communicate The Plant’s spirited offer of dynamically updated spaces and lightning-fast connectivity to a prospective audience of boundary-pushing tenants. The Plant is a place where ideas collide, and this became the focus of our identity.
Research
Brand Strategy
Naming
Copywriting
Design
Art Direction
Identity System
Marketing
Website Design
Advertising
Photography
Signage
The Plant at 321 W 44th Street spent its formative years as a recording studio for the likes of John Lennon, Jimi Hendrix, Bruce Springsteen, David Bowie and Guns ‘n’ Roses.
With high-expression capital improvements and a distinctive exterior mural, this 250,000 SF building has been dramatically re-energized into a modern workplace ready to usher in a new era of creativity and collaboration.
We worked with East End Capital to develop an incandescent brand identity to communicate The Plant’s spirited offer of dynamically updated spaces and lightning-fast connectivity to a prospective audience of boundary-pushing tenants. The Plant is a place where ideas collide, and this became the focus of our identity.
Multi-color explosions evoking the interaction and outward spread of ideas form a vibrant statement used for signage, marketing collateral and the website, creating a sense of creative cohesion further exemplified by Brooklyn-based FAILE’s wraparound mural.
The identity not only shapes the narrative of the space, but interacts with its existing technicolor atmosphere – itself becoming an example of how The Plant inspires serendipitous creative collision among its tenants.
Imbued with a history of art, music and creativity, we drew inspiration from these human interventions, to deliver a platform for the property that was energetic and explosive. The result: an unrivalled leasing velocity on relaunch.
2015 HOW International Design Awards Merit Award — Identity