Challenge
Revitalize the identity of 575 Fifth—located at 47th Street and Fifth Avenue and home to Lacoste’s flagship store—to attract a new wave of boutique financial services firms and law practices. The tenant lobby required a distinct visual identity that would differentiate the property within Midtown Manhattan’s competitive landscape and introduce a signature atrium design that felt modern, refined, and uniquely its own.

Solution
I designed a truncated “575” logo alongside a custom typeface featuring thin, open letterforms that project clarity, efficiency, and contemporary business appeal. This visual language extends seamlessly across building IDs, wayfinding, and signage, ensuring a cohesive and elevated experience throughout the property. The result is a striking, modernized identity that enhances the lobby’s architectural presence and positions 575 Fifth as a compelling destination for premium professional tenants.

© ESI Design, Photos Brett Beyer, Video @ Chris Griggs