Liberty Bklyn

Liberty Bklyn

Client Madison Capital Sector Commercial Share LinkedIn Twitter Email
We helped create

Research
Brand Strategy
Naming
Copywriting
Design
Art Direction
Identity System
Marketing
Website Design
Advertising
Signage & Wayfinding
3D Visualization

Zoned for big ideas.

A 1.3 million sf behemoth along the Brooklyn waterfront, Liberty Bklyn is a driving force in the revitalization of Sunset Park. Built as a WWI-era storehouse for the US Navy Fleet, its subsequent transformations have given it a well-earned reputation as a place of industry, innovation and ingenuity. Now, impressively reimagined for a new era of work, it’s a larger-than-life destination of choice for creative firms and contemporary manufacturing. Leveraging prime position in a high-energy neighborhood, Liberty Bklyn stands for opportunity on a monumental scale.

With new ownership and new zoning, the offer has expanded to include both manufacturing and commercial tenants. We worked closely with Madison Capital to develop a bold, authoritative name and brand identity that would position the building in terms of its scale and flexibility, state-of-the-art infrastructure and on-site amenities.

Inspired by the verdigris-tinged Statue of Liberty visible from the waterfront, the color palette incorporates multiple shades of green. Strategic color blocking and light-to-dark shading function as an organizational tool to structure information and represent space, while also speaking to the idea of growth.

A confident use of typography and an abbreviated new moniker deliver a contemporary reshaping of the former ‘Liberty Brooklyn Industrial Plaza’ while aligning with the building’s industrial heritage and establishing a fresh new aesthetic.

Rounded out by witty language, crisp photography, and renderings that celebrate industry and manufacturing, the identity positions Liberty Bklyn as an inviting hub for doers, innovators and high-achievers, and has been brought to life across a dynamic website, marketing collateral, wayfinding signage and on-site activations. Together, these have helped establish Liberty Bklyn as a stand-out presence in the competitive Sunset Park neighborhood.

Together with direct and witty language, compelling visualizations and a modular design system, we were able to achieve a necessary flexibility of content and message on a human scale.

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Liberty Bklyn
BROOKLYN, NY 11232
40°39'34"N . 74°00'16"W