90 West

A rebranding exercise for a Cass Gilbert landmark building that had been converted from commercial to residential spaces. A rebranding of downtown Manhattan from the Financial District, bustling during the day but silent at night, to the new downtown . . . now home to more creative and female businesses, such as Revlon and Condé Nast, with shopping and dining, arts and culture. Our campaign followed a female lead through her day in a neighborhood that now has it all! We successfully attracted a more diverse tenant mix and achieved higher rents.