JORDAN TAYLOR

SOTHEBY’S NY
BRANDING, EXPERIENTIAL, MOTION
2025
FREELANCE
Sotheby’s moved their gallery space to the iconic Breuer building in New York’s upper east side. To mark the momentous shift, Sotheby’s NY began developing a refreshed brand system to use within the space.

When creating the system, the primary objective was to establish harmony with the building’s unique characteristics. The deep grey granite-clad concrete is a primary feature on the exterior and interior. Sotheby’s branding contrasts with the facade through wayfinding that uses a stark white, with hints of yellow as a highlighting device to grab attention, brightens the environment, and serve as a canvas for the myriad of art pieces flowing in an out of the building.

The branding utilizes previously established fonts in the Sotheby’s toolkit, but leans more into contemporary sensibilities.

Responsibilities:
Layout • Motion Design • Wayfinding

Team:
Jordan Taylor (Designer), Pete Fucigna (Designer), Mira Green (Designer), Leanna Anderson (Designer), Gina Rossi (Senior Designer), Madeleine Garner (Head of Creative Services)
The building’s opening coincided with Marquee Week. One of Sotheby’s biggest events of the year. Each floor was filled with nodern and contemporary artwork from around the globe.

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Jordan Taylor - Graphic Designer
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