19W44

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Role: Senior designer.
Executed at REA with CD Joseph Antonios.

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For 19W44, a commercial office building in Midtown Manhattan, the identity and marketing draw directly from the building’s architectural transformation. The renovation introduced a defining feature: dual entrances on 44th and 45th Streets connected by a vaulted passageway, with a central reception desk acting as the space’s structural and symbolic keystone. This idea of connection—between streets, tenants, and the rhythms of daily work—became the foundation of the visual system. A complementary color palette, paired with a voice that blends aspirational tone with practical clarity, supports a brand experience aligned with the new interiors and the building’s renewed character.

The creative concept, “the keystone connection,” positions 19W44 as a pivotal force in Midtown: a place where proximity, flow, and possibility converge. The building is framed as a central mainspring—elevating the workday, enabling opportunity, and placing the entire city within effortless reach. Through this lens, 19W44 becomes more than a modernized address; it is the anchor point that empowers movement, ambition, and success.