When Rudin needed an identity that captured a timeless Park Avenue sophistication, we delivered with quiet confidence and understated elegance.
Challenge
345 Park Avenue is the crown jewel in the Rudin portfolio. A 22,000 square foot building with an unparalleled presence on one of the most celebrated avenues in the country. In addition to plans to develop a full-service, Park Avenue-caliber restaurant and wellness/fitness center, 290,000 SF of space was about to become available for the first time in 20 years. Although the scarcity of Park Avenue space should be enough to entice potential leasers, seeing as this is an older building, Rudin came to us looking for a new brand visual identity that showcased the true prestige of this location and in turn the building. In addition, since tenancy on Park Avenue is so rare, they wanted a marketing campaign that highlighted just how special of an opportunity this was.
Solution
Loro Piano, Tiffany & Co. and Park Avenue. What do they all have in common? Quiet confidence and understated elegance. This became the foundation of our brand refresh. Using a timeless Park Avenue-inspired color palette and design system with subtle accents like delicate script font to “whisper” important points, we leaned into and celebrated being understated yet elevated, being confident without the need to boast or shout and being highly regarded while still being welcoming. We transformed this look and feel and tone into a marketing campaign that allowed our spaces to do the talking and encouraged companies to take their place on Park.
2024
Branding, design
Agency: Mosaic