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4 World Trade Center - Brand Identity, Marketing Campaign

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Develop the brand identity and marketing program for 4 World Trade Center that communicates the dignity and modernity of Fumihiko Maki’s design while creating a functional suite of leasing and marketing assets designed to drive lease inquiries.


A fully integrated brand identity program and marketing campaign were developed and continue to be executed.  The strategy was two fold, create awareness about the building and all that is happening with the "New Downtown" for the general public while creating a unique set of creative and interactive tools  for the brokers to effectively market the building to prospective tenants.  This blog post provides more details on the overall campaing and this blog post provides details on the Guerrilla Marketing activation. The program included the following elements:

  • Logo design
  • Positioning strategy and brand guidelines
  • Marketing campaign around building opening and leasing efforts
  • website (responsive design)
  • Marketing and promotional videos
  • Email and direct mail
  • Broker-specific collateral
  • Advertisements
  • Print and digital marketing collateral
  • Guerrilla marketing