Branding Through ART
From our inception, we’ve been obsessed with branding. This term might feel overused these days. However, after 20 years of working in the field, we realize what we do is truly unique.
Our focus on art, as a central theme in branding, is one of the things that sets us apart.
Through the curation of fine art, sculpture, installation, photography, and illustration, we successfully engage the consumer and create lasting stories.
Our commercial artists and writers infuse our projects with creativity. Our partnership with Edelman Arts allows us to bring in the highest caliber of fine art; our affiliation with Artemus allows our clients to explore innovative ways to finance large art installations. To our knowledge, no other agency does this.
ONE BRANDING STORY
ART AND PHOTOGRAPHY
Photography by Michael Mundy
One World Trade Center. The Durst Organization and The Port Authority wanted to embrace a vision of the diversity and spirit of people in this city by infusing the building with the experience of art. They commissioned our team to curate a cohesive forward-thinking collection where art becomes a central part of the building’s essence and conversation.
“The role of the art is to create life within the building. It’s not just about white marble walls, it’s about creativity and community within. From the building’s point of view, it’s aboutbranding, and something that is beyond the simple walls.”
—Asher Edelman, Artemus
The curated artworks and site-specific installations include monumental works by José Parlá, Doug Argue, Fritz Bultman, Greg Goldberg, Bryan Hunt, and Donald Martiny. On view in the main lobby and sky lobby on the 64th floor, the installations are enjoyed by more than 30,000 tenants and visitors per day.
We bring a 360-degree vision to our projects and clients. We do extensive brand research and positioning, creative direction and design, curation of fine art, and work closely with the artists through on-site installation. We document the project with exceptional photography and often design a book as a way to document and memorialize the project. This is invaluable for marketing and sharing.
