Bringing the new building’s brand to life
Taking inspiration from recognisable buildings in world-class cities like New York City and London, our naming research focused on associating this new property with the reputation of those memorable buildings. We selected "The Whitney" because of its association with the Whitney Museum of American Art in New York City, which collects, interprets and exhibits the finest holdings of contemporary American art and artists – much like the people and ideas targeted by the Texwood Group’s newest property.
Synergy between space & creativity
The Whitney captures a synergy between space and creativity, so we designed the website to do the same. In the seamless flow of one page, the website balances space, design elements and information to introduce The Whitney in a user-friendly and engaging way.
"BaseCreate has created remarkable work for The Whitney building that helped us define not just this individual building but the new direction in which we are heading as a group"
Assistant General Manager,
Towereed Properties Development Ltd (Texwood Group)
Inspired by typographic posters, street signs, universal iconography and other design elements found in urban environments
The brand identity reflects The Whitney’s modern reinterpretation of industrial American loft-style workspaces. Each component is sophisticated, identifiable and communicates an urban twist, including contrasting colours, iconography and bold typography. The Whitney’s full logo is contemporary with urban inspiration, but the simplified "The W" icon represents the brand quickly.
Big thanks to Ben, Jeff and Norman for giving us the opportunity to work on this inspiring project.