Canvas New York × Vornado Realty Trust — 90 Park Avenue
90 Park Avenue is one of Manhattan’s established commercial towers, and the challenge was to reposition the building for a more modern tenant audience while honoring its architectural legacy and Midtown context.
As creative lead, I directed the development of a unified brand system for the building spanning identity, digital experience, and on-site leasing tools. The goal was to elevate perception of the property while giving leasing teams a more effective way to communicate its value.
The identity system was designed as a modern architectural mark, balancing heritage and forward momentum. Rather than treating the building as static real estate, the system frames it as an evolving destination, reinforcing both permanence and adaptability.
This foundation extended into a multi-surface experience system, including a leasing touchpoint installed on a staging floor. The interactive tool guided prospective tenants through key aspects of the building, such as floor plans, neighborhood context, amenities, and visualizations creating a more immersive and informed leasing experience.
I also led the adaptation of this system into a responsive website, ensuring continuity between physical and digital environments. The challenge was translating an in-person leasing tool into a browser-based experience without losing clarity or narrative structure.
Across all of these deliverables, the focus was consistency: a cohesive brand experience that positioned 90 Park Avenue as a competitive, future-facing office destination within a dense and highly competitive New York market.
