One of the most significant buildings in Lower Manhattan rises no more than 40 stories. When 120 Broadway—also known as The Equitable Building—was built in 1914, it was the largest office building in the world. So large, in fact, that it is said to have inspired the first construction zoning laws in New York City.
A century later, Silverstein Properties set out on a $50M restoration and renovation of this Downtown icon, and my team was tapped to lead the rebranding and marketing efforts. In doing so, we developed an elevated brand and custom typeface, Equitable Serif, based on inscriptions discovered in the building's century-old vault. The typeface was used extensively throughout the renovation in wayfinding and permanent signage, as well as in marketing materials and other collateral.