A historic building,
retuned for work.
One Park Way sits on Route 17 in Upper Saddle River. We built the brand from the ground up — name, identity, signage, leasing site, the full arc. Live, work, play, in a building with history.
A complete brand, end to end.
The brief was simple and the scope was not. Take a historic property on Route 17 and turn it into a modern workplace tenants want their address printed on. We started with the name. Then the mark, the system, the voice. Then the building itself — signage, wayfinding, the welcome a leasing prospect feels in the lobby before anyone says a word.
The website was built to convert. Tenants tour the property online before they tour it in person. We treated the leasing page as the first walk-through — calm, confident, and specific about what working there actually feels like.
The brand,
in motion.
A short brand film for the leasing site and broker decks. Built to play in the background of a tour, on a phone, and on the homepage of the leasing site.
Where work finds
its rhythm.
A serif wordmark with the weight of a building plaque. A construction grid that draws the lobby's geometry without ever showing it. The system holds across a business card, a brass nameplate, and a billboard on Route 17 without losing its center.
Light, brass,
and warm shadow.
Three signature gradients run through the brand — billboards, hoardings, brochure covers, the leasing site. They are the system's voice when no photography is in the frame. The four-tone palette anchors them.
The brand,
lived in the building.
Wayfinding monoliths on the approach. A brass logo behind reception. A coffee bar that reads as part of the brand, not an afterthought. Signage and amenities placed so a tenant feels the system every time they walk in.
Stationery, packaging,
and the small things.
Letterheads, business cards, lanyards, gift boxes, totes, umbrellas, brass nameplates. The pieces tenants and visitors hold in their hands — each one carrying the same posture as the building itself.
Out of home,
built for Route 17.
A leasing campaign that runs on the same road tenants drive every morning. Billboards, hoardings, window displays — placed where the audience already lives.
A property is
only as good as its team.
The people who run the building wear the brand. Lanyards, name badges, brass pins on the lapel. The same level of finish a tenant sees on the door, the people open it.
If you're transforming a building
and the brand is lagging the bricks,
we should talk. A real conversation about a One-Park-Way-style ground-up rebuild for your property.
Inquire
