Set on the waterfront of Jersey City, Harborside JC reshapes the way our work days unfold. With landmark destination offices, boutique shopping, world-class dining and an ever-changing social landscape, it brings endless possibilities to visitors and tenants alike. And all against a backdrop of New York City.
Conceived as a gateway of which ideas flow and form a city, the identity acts as a graphic device that frames the district's content across all print, web and environmental usage. The Harborside JC identity expands to fit the edges of the page, substrate or image where the logo is placed on.
Complemented with brand photography, the primary imagery style provides an iconic and ownable look. Playful studio moments using vibrant colors and bold graphic props, these images are used prominently across all brand expressions.
Developed with the pairing of two descriptors that speak to the character of the locals, visitors and current/prospective tenants, the primary language is whimsical, lyrical and aspirational. Often paired with brand imagery, the result is compelling, surprising and memorable.
The Harborside JC brand identity is a successful complement to the unique personality and attitude of the Jersey City district and culture. Shaping a new aesthetic for the rally point and destination, the brand provides positivity and a resurgence after years of broken promises and expectations.
145 W 67th St Apt Apt 35D New York, New York 10001 US