Brookfield asked Addison to develop a new positioning and brand identity for the firm’s premier property in lower Manhattan and Brookfield Place locations throughout the world. Brookfield Places represent the future of mixed-use, live/work/play environments: unique, dramatic public spaces in which to discover what’s happening in global and local culture, from food and shopping to public art and events.
Addison positioned Brookfield Place as “the new urban center” and created a bold typographic shorthand, “BFPL” for the brand. Following the brand launch, Addison developed a print and out-of-home advertising campaign, aimed at the culturally curious, with bold, colorful graphics highlighting the wide range of activities at Brookfield Place New York.
Increased target audience awareness of BFPL by 17% and increased return visits by 8%. Online visits and foot traffic also spiked during the campaign.