Midtown Manhattan is the center of the commercial world boasting not only titans of business, but also iconic architecture. But with that, the neighborhood lacked a sense of character and after hours life. SL Green aspired to add to this pantheon of greats by building the next landmark skyscraper in New York City, while transforming Midtown East into a thriving destination. The early objective was to attract press-worthy anchor tenants and entice them to pre-lease.
One Vanderbilt’s ambition to be the best was singular in focus. State-of-the-art design, best-in-class infrastructure, and a $210 million investment to improve area congestion and the beloved Grand Central station. All of New York City was watching. And, with steep competition from Hudson Yards and One World Trade Center, the stakes were high. We had to tell a story as powerful and differentiating as the building itself.
The brand idea, “The Power of One,” unashamedly proclaimed the importance of the building in the history and future of New York. The mark was bold and commanding. All marketing materials communicated uncompromising quality. The brand film and website told an inspiring story of transformative change and the power of innovation and vision. Every touchpoint, from broker collateral to the gifts sent to target tenants, exuded excellence and an invitation into the prestige of One Vanderbilt.
Website Strategy & Design
Print & Collateral Design
Signage & Wayfinding
NYC's record office rent
under budget on delivery
sq ft taken by TD Bank anchor tenant
sq ft taken by The Carlyle Group