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140 New Montgomery

Background

The 140 New Montgomery building has shaped San Francisco for generations. Enlisted to help with reimagining the strategy, messaging and visual brand, we bridged the building’s historical roots with its  modern offerings as a commercial office space.  After striking a balance of dynamic verbiage and a timeless graphic system, we  tackled the website design and development, which served as a vehicle to further expand upon the  story and visual language. The overall result is a seamless connection of past and present.

Scope

  • Branding
  • Illustration
  • Messaging
  • Strategy
  • Web Design + Development

We paid homage to the Art Deco  architecture through  motifs inspired by the building’s  iconic ornamentation, while being conscious of avoiding too-derivative interpretations that would feel clichéd  or expected.

A richly pigmented color palette exemplifies the building’s legacy and warmth, and  the various combinations feel surprising and fresh.

www.140nm.com