IvyCrossing

IvyCrossing is a large office campus located outside Princeton, NJ. The complex was occupied previously by Merril Lynch and was known as the Merril Lynch Building or by its address 800 Scudders Mill Road. Working with the client, Cushman Wakefield, we started out with devising the name and after several rounds of options decided on IvyCrossing as a nod to being a crossroad of different people and companies, and the Ivy League roots of Princeton.

The concept was focused on the balance between the high energy corporate atmosphere and the laidback natural surroundings of the property. Branding was started from the ground up and we created the logo, print collateral, website, video, as well as art directing the photo shoot that was used throughout the campaign. We focused on the main differentials that IvyCrossing had over the competition which includes, lots of open space, big windows with abundant natural light, direct access to trees and nature, and standout fitness options including a jogging path, indoor swimming pool and tennis courts.

The feeling was kept clean and corporate to appeal to the C-level executives making the decisions, with use of large areas of color and photographs.