90 West

IGI USA | Brach Capital | Triump Property Group
Downtown in a whole new way …
IF Studio - 90 West
The Story

A rebranding exercise for a Cass Gilbert grand landmark building which had been converted from commercial to residential spaces. A rebranding of downtown Manhattan from a financial district, bustling during the day but silent at night to the new downtown … home to more creative and female businesses such as Revlon and Conde 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.