Reintroducing an iconic New York address for a new generation of the established.

Originally built as IBM’s New York headquarters, 590 Madison is a one-million-square-foot landmark at the intersection of 57th Street and Madison Avenue. Its architecture, location and history had long established its prestige, but the building needed a contemporary identity capable of competing with Manhattan’s newest workplace destinations.

While at VISUALHOUSE as Head of Creative, I led the creative repositioning of 590 Madison. The brand was built around the idea “For the Established,” a positioning that celebrated the building’s legacy while presenting it as a modern destination for finance, law, family offices, luxury and other influential industries.

Rather than relying on the conventional language of commercial real estate, we brought a hospitality and editorial sensibility to the workplace. Inspired by the fashion, culture and refinement of nearby Fifth and Madison Avenues, the identity paired confident typography with curated imagery and a restrained visual system that reflected the stature of the address.

The brand was introduced across a complete marketing platform, including custom photography, leasing collateral, signage, a new website and an immersive digital twin of the building.