Twenty Exchange Place

Now being converted into luxury rental apartments, 20 Exchange Place was constructed in 1931 as the City Bank Farmers Trust Building.

Inspired by the classic office tower's Art Deco elements, Addison developed a bold, exciting brand identity based on a simple yet powerful design that complements the building's roots in a thoroughly modern way.

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Twenty Exchange Place

Addison created an animated introduction for the 20X website that gives viewers a sense of the style and history of this unusual building.

Designed by Cross and Cross, the building was the 4th tallest in the world and remained among the top ten tallest buildings in New York until 1970. In 1996, the building was designated a landmark by the New York City Landmarks Preservation Commission.

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Twenty Exchange Place

Branded banners were created to cover sidewalk construction sheds surrounding the building.

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Twenty Exchange Place

An orange 20X flag calls attention to the building rental office entrance.

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Twenty Exchange Place

Branded banners were created to cover sidewalk construction sheds surrounding the building.

The banners prominently featured the rental office phone number and website URL.

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Twenty Exchange Place

The 20X brochure was designed to emphasize the building's significant height, while the ribbon added a touch of luxurious flair.

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Twenty Exchange Place

The design plays off images of the building in this close-up view of the brochure's cover and interior.

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Twenty Exchange Place

One side of the open rental brochure. Note the use of bold imagery, along with four removable "change of address postcards" on the left.

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Twenty Exchange Place

The other side of the rental brochure features more bold photography.

"Beauty shots" of the building grace the front of the four "change of address postcards" on the right.

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Twenty Exchange Place

These images show some of the 20X logo ideas explored by the Addison design team before arriving at the final design.

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Twenty Exchange Place

Addison also explored several alternate ways of representing the building, including the designs shown here.

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