GDUSA Winner – Web
With the help of CBRE, Equity Office invested significant resources to reposition 44 Wall Street as a professional option for creative companies in Lower Manhattan. Neoscape enabled this transformation by challenging the preconceptions of what it means to have a Wall Street address in 2017 by, quite literally, rewriting the brand.
The campaign increased occupancy to 90% and resulted in rents in the Class A territory. Due to its success, the property, which was purchased by Equity Office in 2016 for $116M, was sold to George Comfort & Sons in 2020 for $200M.
We were intent on delivering an identity that both repositioned the brand with creativity and personality and challenged the status quo in the marketplace. Equity Office was open-minded enough to let us push the envelope. Their willingness to put out a brand and campaign that was outside of the norm, a bit irreverent, and simply more fun than their competition gave 44 Wall the best chance to turn heads.
Given that our target was a younger and more creative tenant that would potentially avoid Wall Street’s 9-5, stuffy perception, we looked to play upon the location and take ownership of it in our way. We incorporated tags and doodles, scrawled messages, and attention-grabbing writing to bring energy and personality to the campaign and force a reconceptualization of what it could mean to work on Wall Street. The result was a brand identity that is progressive, imaginative, and smart.
We were intent on delivering an identity that both repositioned the brand with creativity and personality and challenged the status quo in the marketplace. Equity Office was open-minded enough to let us push the envelope. Their willingness to put out a brand and campaign that was outside of the norm, a bit irreverent, and simply more fun than their competition gave 44 Wall the best chance to turn heads.
GDUSA Winner – Web
With the help of CBRE, Equity Office invested significant resources to reposition 44 Wall Street as a professional option for creative companies in Lower Manhattan. Neoscape enabled this transformation by challenging the preconceptions of what it means to have a Wall Street address in 2017 by, quite literally, rewriting the brand.
The campaign increased occupancy to 90% and resulted in rents in the Class A territory. Due to its success, the property, which was purchased by Equity Office in 2016 for $116M, was sold to George Comfort & Sons in 2020 for $200M.
At that time, Class B properties Downtown were as active, if not more so, than the Class A trophy properties. To make matters more difficult, there were simply more Class B options throughout the neighborhood. That said, Class B traditionally doesn’t receive a ton of attention from a marketing perspective, so we knew there was an opportunity to up the game here and take inspiration from larger, higher-profile properties.
We were intent on delivering an identity that both repositioned the brand with creativity and personality and challenged the status quo in the marketplace. Equity Office was open-minded enough to let us push the envelope. Their willingness to put out a brand and campaign that was outside of the norm, a bit irreverent, and simply more fun than their competition gave 44 Wall the best chance to turn heads.
Given that our target was a younger and more creative tenant that would potentially avoid Wall Street’s 9-5, stuffy perception, we looked to play upon the location and take ownership of it in our way. We incorporated tags and doodles, scrawled messages, and attention-grabbing writing to bring energy and personality to the campaign and force a reconceptualization of what it could mean to work on Wall Street. The result was a brand identity that is progressive, imaginative, and smart.
The visuals developed revealed an exciting world within 44 Wall. Equity is needed to showcase its investment and pre-built spaces, which are ideal for creative services.
