Poised at the corner of 57th and Madison in Manhattan's Plaza District, 590 Madison has always been an address that means something. A one-million-square-foot tower established in 1983, steps from Central Park, flanked by the boutiques and institutions that define the Avenue — it is, by any measure, a building for the established. What it needed was an identity to match. Working with EJME and CBRE, we led a full brand transformation: a new verbal and visual identity anchored by the positioning "For The Established," a complete marketing suite, custom editorial photography, website, and an immersive digital twin of the building developed by our sister company NOVAVERSE. Every touchpoint was built to communicate what the asset truly was — not a repositioning, but a revelation.
The work helped attract the institutional attention the building deserved, culminating in a $1.08 billion acquisition by RXR Realty and Elliott Investment Management — New York City's largest office investment sale in nearly three years.
