90 Hudson

Role: Design Director and main designer.
Executed at REA.

Some images are temporary assets. 
All copyrights belong to their original creators.

90 Hudson is a striking waterfront office tower overlooking Manhattan and the Hudson River. The goal was to reposition the property as both premium and welcoming — a workplace destination that inspires a return to the office with purpose.

The brand narrative merges the refinement of a luxury club with the welcoming vibrancy of Jersey City, balancing sophistication with accessibility to create an identity that feels exclusive yet inviting. A river-inspired color palette, calligraphic illustrations, and typography that blends elegance with human warmth form the core of the visual system. The logo, referencing the building’s street-level arches, acts as an embrace — a symbol of community and connection within a premium frame.

Through direct, simple copy and paired keywords, the messaging highlights 90 Hudson as a place where function and aspiration meet — a workspace with style and a sense of home, bringing some of the comforts of remote work into an in-person environment.