55 Broad
A former office tower transformed into rentals that puts forward a new and unique point of view on the neighborhood.
THE BRIEF /
A visionary reinvention of a mid-century office tower, 55 Broad demanded a brand that celebrated the evolution of Manhattan’s Financial District from a place of business into a destination for modern living. As the building was transformed into a refined residential address with curated amenities and a renewed sense of purpose, the brand needed to signal arrival — a lifestyle milestone in a neighborhood redefining itself. Streetsense was tasked with capturing this shift, positioning 55 Broad as an emblem of downtown’s next chapter: vibrant, livable, and undeniably modern.
THE APPROACH /
Rooted in the idea of arrival and reinvention, 55 Broad is designed for those seeking the momentum of downtown energy paired with the comfort of elevated city living. The brand centers on the concept of “your downtown moment”—a personal chapter unfolding within a space that balances history and modernity. Every element of the brand system, from the name and tagline to the visual identity, reflects this duality: legacy architecture transformed for a contemporary lifestyle, and a once-commercial neighborhood reimagined as a place to live, gather, and grow. The result is a brand that captures the excitement of new beginnings in the heart of a city that never stops moving.
SIGNALING WHAT'S NEXT /
Bold yet refined, the environmental graphics at 55 Broad bring the story of the building’s transformation to street level. With a deep green palette, elegant typography, and a modern monogram-style “55,” the signage and flags signal the sophisticated residential experience within. The design reflects the project’s balance of heritage and modernity—anchoring it in the Financial District’s architectural legacy while inviting a new generation to see downtown living in a fresh light.
