Client Project

Illuminating Times Square for Barclays

Client

Barclays

Challenge

Barclays NYC headquarters at 745 7th Ave features a bold digital media facade integrated into its architecture. It serves as a major communication platform for Barclays, enabling them to signal their brand, and communicate their values to the millions of people passing through the heart of Times Square. Barclays wanted to reimagine their brand impression to foreground their impact on individuals, businesses, and the global economy.

Opportunity

Express the Barclays brand essence in a way that is both authentic and arresting in the midst of the visual complexity of Times Square. Develop a countervailing visual impression to boldly embody Barclays’ role in the modern economy.
Audience Impact
# Daily Visitors
300,000
Spatial Impact
Square Footage
6800 Sq Ft
Global Impact
Company Size
90,000 FTEs

Recontextualizing the Brand Attributes

Barclays wanted visual expressions that stemmed directly from key aspects of their brand; from finance & business, to their vision of the future, sustainability, global citizenship, and of course, shining a light on their talented people. Our goal was to tap into the core essence of these attributes and develop expressions that artistically combine form, color, and motion to subtly convey these foundational aspects of the Barclays brand.
For reference only, credit: Tadao Ando

Crafting the Long Arc of Time

To convey Barclays’ essence, we designed a palette of content that builds off of the brand and invites viewers to feel a sense of calm and steadiness. Pulling from historical visual contexts that share these attributes like mosaics, celestial motion, solar and prismatic lighting, the work conveys a sense of substantive assurance, steadfastness, and longevity when gazing at the headquarters building.

Projecting Purpose Through Pattern and Light

Three motion pieces transform the 7th Ave façade into a living expression of the Barclays brand, each using light, form, and rhythm to express progress, resilience, and collective impact.

“Solar Shadows” speaks to sustainability, using sun and shadow as a metaphor for Barclays’ facilitation of solar energy investments. Light moves across quasi-architectural forms that evoke a sun dial, casting vibrant, shifting shadows.

“Prismatic Possibilities’ calls upon their vision for the future and features prismatic light that suggests seamless and integrated solutions. Scattered glass-like prisms align into a unified radial formation, reflecting transformation and progress ahead.

“Monumental Waves” is based on finance & business and is intended to capture the cyclical rhythm of the markets. A fluid wave, echoing candlestick patterns and market volatility, symbolizes how Barclays brings clarity, adaptability, and steady guidance to the financial sector.

This is the featured image caption.

Client Project

Defining Uber’s Global First Impression

Client

Uber

Challenge

In the midst of enterprise-scale change, Uber wanted to utilize their new global campus as a high-value setting to galvanize the company’s mission and culture, and help employees connect their contributions to positive, real-world impact.

Opportunity

Unite and align teams by creating a connected, interactive experience inside Uber’s new global headquarters—in the heart of San Francisco’s Mission Bay district and strategic locations around the world. Foreground the company’s mission to “ignite opportunity by setting the world in motion.“
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