48 Wall St.

Branding for Bank of New York, New York City's first bank that was located at 48 Wall Street until 1998 founded by Alexander Hamilton.


Identity & Branding


48 Wall St.

As America's first Secretary of the Treasury, Alexander Hamilton stands alone in the annals of American financial history.

The new brand leverages historical elements that have been preserved within the building to build a brand for the future. 


Futura was extensively marketed as capturing the spirit of modernity, using the German slogan "die Schrift unserer Zeit" ("the typeface of our time") and in English "the typeface of today and tomorrow".

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History preserved 

A graphic language Inspired by the building's original designer.