Harborside JC

Harborside JC

The Harborside name and logo together form a visual frame, becoming a “container for ideas” celebrating the diverse experiences that make a city. People, culture and belonging are central to the concept.

Client Mack-Cali Sector Mixed-use Share LinkedIn Twitter Email
We helped create

Research
Brand Strategy
Naming
Copywriting
Design
Art Direction
Identity System
Marketing
Website Design
Advertising
Content Creation
Content Management
Video Animation
Photography
Signage & Wayfinding

The unicorn across the river.

A 4.3 million SF multi-use destination ribboned with walkways and activated spaces, Harborside JC is re-shaping the Jersey City waterfront at rapid-fire speed. $75M in redevelopment has delivered newly updated landmark trophy offices, boutique residential living, compelling dining and an always-on events calendar, creating a one-of-a-kind cultural district with everything to offer.

Community driven and experience forward, Harborside JC’s next step was to foster a self-identifying community. We worked closely with Mack-Cali to shape a spirited, inviting brand identity for a district designed to bring people to JC – and the people of JC together.

The Harborside name and logo together form a visual frame, becoming a “container for ideas” celebrating the diverse experiences that make a city. People, culture and belonging are central to the concept.

With iconographic photography, vibrant colors and witty messaging, the brand identity complements the iconic personality and attitude of Harborside JC. A buoyant website showcases Harborside voices and stories, celebrating the locals who are together transforming Harborside JC into a true rallying point.

This website has become the lifeblood of the Harborside JC communications platform, with traffic up over 800% in the first month and 2,500% over a three-month period. The thriving district has also received attention from national brands such as Whole Foods, which will open both a retail store and a north-eastern headquarters on site.

Supported by a cohesive brand identity, a prominent digital presence and a high-converting social campaign, along with Mack-Cali’s commitment to dynamic events programming, Harborside JC has been transformed into a destination that’s making waves on the Hudson.

Tenants are now more attuned and eager for experiences that feel authentic and shift their perspectives. It went beyond just offering them a place to work. We aimed to embed a sense of culture and attitude into the brand which was real, attractive and witty.

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Results

2019 HOW International Design Awards Merit Award — Identity

2019 Graphic Branding 7 Annual
— Branding

Harborside JC
JERSEY CITY, NJ 07302
40°43’10’’N . 74°1’55’’W