Taystee Building





The Brief: A branding campaign was required to launch a new development in Harlem called the Taystee Building which will be built on a historical bakery site.

The Solution: The famous harlequin checker pattern which represents equality was used as a graphic device to reflect the cultural diversity of the area and to unite the community. However the traditional square was converted to a triangle to as a personal touch to mimic the windowed facade of the building. Brown paper was also incorporated into the design to pay homage to the rich history of the Taystee Bakery.