Riverside Investment and Development conceived a groundbreaking video installation for the lobby of their new building at 150 North Riverside: a sculptural wall of 92 LED screens, which spanned 150 feet in length and 22 feet in height. Riverside approached The Narrative to create a brand identity for the installation which was to be unveiled at the building opening.

The Narrative proceeded with the brand strategy and research process during the construction of the installation to ensure that the brand identity was closely aligned. Brand research posed a unique but exciting challenge: only two comparable installations exist, the Open Sky Gallery in Hong Kong and the Midnight Moment of the Time Square Arts project. The Narrative collaborated with the client to select a final name for the video installation: 150 Media Stream. The Narrative’s goal was to develop a strong and adaptable visual brand identity that functioned, and would continue to function, with the ever-changing artistic styles of the curated video content.

As dynamic as the name, the final visual identity for the 150 Media Stream was inspired by the space in between the blades, the tension between separation and unity. Each blade is unique but acts in coordination with the others; the installation is distinct but integrated with the rest of the building. The brand has energy, movement, and power, using classical and elegant forms to captivate the eye in a truly modern way.