Branding, Naming, Website, Environment, Strategy, Collateral, PR, Social, Advertising, Video
By 2010, it had turned into an eyesore primed for demolition, in the middle of a neighborhood that tried not to notice it anymore.
Five years later, a group of dedicated citizens, along with an unprecedented 30 outside public and private funding sources, came together to save this historic building and, in the process, save the blighted urban core that surrounds it.
All who attended the event could take their passport to photo kiosks lining the walls of the main tent, allowing them to personalize their books onsite. When flipboard letters revealed the new name of the building at the end of the ceremony, train conductors emblazoned attendees’ passports with stamps reading Crosstown Concourse, marking the official reveal of the new branding.
We designed a full line of Crosstown Concourse apparel and unveiled it as part of the branding reveal at groundbreaking, ensuring that thousands of people had Concourse gear on their backs, shoulders, or heads by the end of the day.
A portion of those radiators were melted down to form medallions commemorating the date of financial closing, as well as the new branding. We designed these palm sized mementos, as well as their packaging, to be as timeless and striking as the building itself.