Located on the Hudson River waterfront, Harborside was built in the 1930s as a warehouse for produce arriving by train, and converted into office space in the 1980s. Following an architectural repositioning, Gensler was engaged to develop a comprehensive brand experience strategy and design services to reintroduce the development to the market. The new brand identity is punctuated with grids, shadows, and angles that pay homage to both the industrial scaffolding of the original site and the fragmentation of light as it is reflected off the water — conveying optimism, change, and flexibility for different audiences. The identity was launched via a series of exterior activations that bring life to a formerly drab and underutilized stretch of street in front of the property.