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 building in Midtown Manhattan that EQ Office recently redeveloped in partnership with INC Architecture & Design and Michelin-starred Chef John Fraser.
At the time, the building didn't have a strong marketing platform. However, with its largest tenants moving out leaving it nearly vacated, EQ needed a new marketing and leasing strategy to attract the next generation of tenants.
the challenge
The way people are working is constantly shifting - now faster than ever. In our research, we discovered that historically traditional sectors such as law and finance now find themselves recruiting within the same pool as large tech firms that have redefined the way people work. This sparked many companies to rethink their offerings to stay competitive. To some it meant committing to an office makeover and to others it meant updating their benefits package. But more often than not, we realized that with company leadership there was a gap between knowing they need to change to compete and actually understanding how to do so.
Companies needed a new kind of workplace environment that could evolve alongside them, helping them recruit and retain talent.
the vision
The vision was to create an office experience that could empower individuals by giving them ownership over the way they work.
Our objective was to reimagine our common areas to better support our tenants' businesses with spaces and experiences that ultimately make their employees happy.
the brand
The brand itself was designed to represent the various choices an individual could have throughout their workday.
The offset positioning of the logomark, the use of different fonts, and access to an unusually extensive color palette all come together to form a visual identity that represents all the dualities and limitless opportunities at 1740 Broadway - casual and sophisticated, exclusive and communal, professional and creative.
the experience
Starting with partners selected for the project down to the design of the tours and presentations, everything was thoughtfully executed to embody the vision. We worked with INC Architecture & Design to develop a new perspective on workplace design and partnered with Chef John Fraser on the building food program to bring a new kind of dining experience for our tenants and the neighbourhood.
Potential tenants and brokers were invited to converse in the Mezz with refreshments from IRIS by John Fraser, as opposed to being hosted in a traditional boardroom. Large boards were produced as presentation material to create an interactive experience in lieu of a PowerPoint presentation on a screen. Every part of the experience at 1740 was meant to be fluid, immersive, and memorable.