51W52

Completed at WORDSEARCH | Client: Harbor Group International | Office New York

51W52nd Street, the only skyscraper designed by world-renowned architect Eero Saarinen in 1960’s is getting upgraded to modern standards while respecting the building’s iconic original architecture. The branding picked up on Saarinen’s intent for the building with a modern take on neo-futurism and Bauhaus fonts, which led to a monospaced logo celebrating the minimal style and column-free floor plates. The branding picked up on Saarinen’s intent for the building with a modern take on neo-futurism and Bauhaus fonts, which led to a monospaced logo celebrating the minimal style and column-free floor plates. A graphic language was created to reflect the shadow moving along the unique exterior, monolithic granite triangle columns. This also reflected Saarinen’s intent of wanting the viewer to look up at the building. A bold International Klein Blue was added to reflect the aesthetic of neo-futurism and contemporary design. A location and lifestyle street photoshoot was shot in high contrast black and white, with photographer Guillaume Gaudet to showcase the architecture and local area.