Conway+Partners teamed up with the prestigious Rudin family to upgrade the brand identity of 80 Pine, a full-block tower rooted in the heart of NYC’s revitalized Seaport District. The branding team’s main strategy was to highlight the building’s new renovations and its evolution, and under the tagline “Firmly Planted. Forward Thinking.” create a new identity that will stand the test of time and honor the Rudin family legacy.

The concept was inspired by the Rudin family’s vision for a human-centered workplace with a strong focus on sustainability and innovation, which aligns with 80 Pine’s updated logo — a shape of an arrow emerging upwards. To visually represent 80 Pine’s new amenities and inspiration, Conway 3D designed illustrations, renderings, animation, and axonometrics.