As part of Grey New York’s creative team tasked to brand the One World Observatory, my direction was proposed and recommended by the agency.
My concept: the Observatory is an observation deck that floats above the city, but is also a prism that refracts and reflects the light from the cityscape and the sky. The mark is an abstract representation of this idea. The framework of the mark is the architectural footprint of the One World Trade Center building--the ocular shape at the heart of it as a nod to the Observatory’s amazing views. The color palette is pulled from the color of light that is reflected off the glass building throughout different times of the day.
Imagining the Observatory as a cultural space featuring music performances and world class art installations, I explored how the shifting refracted colors of the branding would integrate into interactive and printed deliverables-- the colors would correspond to what the quality of light reflected by the building at that time of day.