10 GRAND CENTRAL is a 35-story Art Deco office tower – the award-winning transformation of one of New York’s iconic buildings into a stunning commercial offering. The building was designed in 1931 by the famous New York architect Ely Jacques Kahn, and reimagined to meet the needs and desires of the modern workplace.
Working with 12 Locks, we were brought in to produce complete branding, positioning and comprehensive brand material, starting from the initial brand positioning and identity, moving onto content creation, multi-platform marketing and web design. One of our tasks is ensuring cohesiveness across all touch-points and platforms, including way-finding, signage, typography inside the building, floorplans, etc.
We chose the color palette that is primarily black and gold as an homage to the 1930’s era in New York, and a powerful reminder of the building’s heritage. We further incorporated Art Deco elements through highlights of emerald, and refined gold accents. Our design emphasizes the lush decor, reminiscent of the most exclusive members-only club, with a modern and fresh mix of materials and textures.