Tishman Speyer Brand Campaign
Services Provided
+ Construct Graphic Treatment + Photo Selection + Social Media Assets + Large-Format Signage + Landing Page Design
Creative Team
Creative Directors: Daniel Sinisterra and Michael Oxner
Art Director: Reid Jacobs
Copywriter: Mario Alvarado
Challenge
How does a real estate development business shift their brand mission from brick-and-mortar to a people-first company?
Brief
The Tishman Speyer brand needs to evolve to represent its increasingly diverse portfolio, and connect with more people than ever.
Results
Created a cohesive campaign by embracing the significance and power of where, and showcasing how inspired environments and connected communities' matter in helping their customers unleash their true potential.
Brand Statement
Defining ‘Where Matters’
Collectively, people are thinking about WHERE they want to spend their time now more than ever before.
Tishman Speyer continues expanding their business to be everywhere that matters, both geographically and with new lines of business to better serve their customers.
Tishman Speyer is building credibility based on their core business expertise, and continues to expand and diversify in new and innovative ways anywhere in the world.
The Way Forward
The Dynamic Pathway
Tishman Speyer uses graphic lines called ‘pathways’ (derived from the logo) to represent how Tishman Speyer is leading the way forward into the future. I experimented with utilizing the pathways around text, but quickly realized it would be too visually-dense to use the chunk of pathways.
The solve I came up with was to divide certain questions about an upcoming property, The Spiral in NYC, into two parts and using a clipping of one pathway to connect the question together, a dynamic pathway.
Graphic Treatment
With the “____ needs a where” construct established, the way to make it fit with the Tishman Speyer brand was to use the dynamic pathway.
The pathway brings momentum to the line, integrating aspirational imagery and typography in a dimensional, dynamic way.
