angela liu
1740 broadway
NEW YORK, NY
scope
product marketing and branding
role
product marketing and creative lead
duration
Q4 2018 - Q2 2021
deliverables
product go-to-market
visual identity
brand strategy
marketing campaigns
photography direction
experiential suites
promotional events
marketing collateral
website
video
website
1740broadway.compartners
overview
1740 Broadway is a 26-story office tower in Midtown Manhattan, recently redeveloped by EQ Office in collaboration with INC Architecture & Design and Michelin-starred Chef John Fraser.
At the time, the building lacked a distinct marketing platform, and with its largest tenant preparing to leave, EQ faced a pivotal moment. The building needed more than a facelift; it needed a new positioning strategy to attract the next generation of tenants.
the challenge
The way people work is evolving, faster than ever. Our research revealed that traditionally conservative industries like law and finance were now competing with tech firms for talent, forcing them to rethink their workplace strategies. Some responded with office redesigns. Others updated benefits. But more often than not, we saw a gap: leadership teams understood the need to adapt but lacked a clear roadmap for how to do it.
What companies needed wasn't just a modern office - they needed a workplace that could evolve with them. One that helped them attract talent, reatin it, and support their teams in the ways that matter today.
the vision
The vision was to create a workplace that empowers individuals by giving them ownership over how they work.
Our goal was to reimagine shared spaces to better support our tenants' businesses with environments that energize, inspire, and ultimately make employees feel proud to come in.
the brand
The brand was designed to reflect the range of choices an individual might make throughout their workday.
The offset logomark, contrasting typefaces, and unusually broad color palette come together to express a brand that's both flexible and dynamic, casual and sophisticated, exclusive and communal, and professional and creative.A visual identity that mirrors the dualities and possibilities within the 1740 Broadway experience.
the experience
From partners to tours, every detail was designed to reflect the vision. We collaborated with INC Architecture & Design to rethink workplace design and partnered with Chef John Fraser to develop a food program that served both the tenants and the neighborhood.
Instead of traditional boardroom meetings, potential tenants and brokers were hosted in the Mezzanine over refreshments from IRIS by John Fraser. Oversized boards replaced slideshows, creating a more personal, interactive experience that previews what it's like to work at 1740.