Matchstic
01 Midtown Union 3000

This ambitious development is bringing together iconic structures, landmark art installations, intentionally designed workspaces, specialty stores and a signature pedestrian pathway.

These four city blocks represent harmony between…

We first needed to name this well-balanced and connected place.

04 Midtown Union 3000

The name describes not just the property’s central location, but also how it brings together all walks of life in one, central place.

05 Midtown Union 3000
06 Midtown Union 3000

We then drew inspiration from the architectural renderings, tree-lined streets, and vibrant culture of midtown to create a living reflection of the neighborhood.

02 MU 3000 Asset 4

Triangular shapes drawn from the origami-like dimensions of the property’s signature building form a simple, flexible M. This symbol becomes a window for people, art, nature and interaction to shine.

08 Midtown Union 3000
26 Midtown Union 3000
03 MU 3000
10 Midtown Union 2000
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13 Midtown Union 3000

Beyond the minimal mark, a restrained system of monospaced type is utilized to communicate lively brand messaging.

15 Midtown Union 3000
16 Midtown Union 3000

In anticipation of the ribbon-cutting ceremony, we dreamed up a collection of on-site activations.

19 Midtown Union 3000
MG 6525
31 Midtown Union 3000
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