The World Trade Center is a unique entity across the globe. Together, it is at once of five office towers, a transportation hub, a retail complex and several major tourist destinations, all adjacent to the 9/11 Memorial and Museum. It is now poised to act as the new center of lower Manhattan, changing a once primarily financial area into a creative nexus.
Create a mark that could unify the many World Trade Center site experiences and branding efforts of the individual institutions and stakeholders under a single identity. The mark has to respect the past of the district, and announce the renewal of this world-class destination, promote site congruity for it’s visitors and tenants, while providing seamless transitions across multiple stakeholder boundaries.