The Franklin

For Tishman Speyer, a prestigious real estate company specializing in luxury office spaces, I had the privilege of redefining the visual identity of The Franklin building. While retaining the existing logo, we developed a cohesive design system that translates The Franklin’s brand objectives into a compelling visual narrative.

The Challenge: As a city-block-wide building, The Franklin is a vibrant community in its own right, teeming with life among tenants and a range of retail and full-service amenities. The building is designed for possibility. The challenge was to create a refined brand identity that elevates the current overly playful and warm-toned branding into a more modern, consistent, authentic, and ownable expression.

Our Approach: Bright + Minimal + Welcoming + Energized. We struck a balance between minimalism and a sense of energy, creating a style that feels both clean and inviting. By employing bright, crisp colors and bold, engaging headlines, we emphasized the welcoming aspect while using minimal elements, lines, and strict grids to establish structure and sophistication. Additionally, dynamic framing devices were incorporated to call attention to the stunning photography of the space and allow viewers to get a peak into the world of The Franklin. Overall, our goal was to create a style that may seem simplistic at first glance but reveals deeper layers of meaning upon closer inspection, celebrating the unique character of The Franklin and its vibrant community.