Paramount Group

Real estate investment and management firm Paramount Group out of New York City hired Brand+Aid to create a brand to introduce its second major foray into the DC office-building market, 425 Eye Street. Our approach was to create cachet around its nascent and hip new downtown neighborhood called Mount Vernon Triangle. We positioned the new building not only as a trendy new place to work, but live, dine and play as well. We concepted everything from its brand identity to its ad campaign, and produced an unusual broker sales piece shaped like a triangle and containing 58 paper and velum cards featuring amenities, floor plans and maps.

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