Consulting Client Newark
Sector: Corporate
Size: 23,660 sf
Location(s): Newark, NJ
Newark Reimagined: brandx Merges Industrial Heritage with Modern Innovation
brandx’s recent project for this consulting client in Newark embraces the rich industrial history of the city and reflects on its modern spirit. As New Jersey’s largest city, Newark represents entrepreneurship, resilience, and diversity, qualities that have inspired and shaped this project. Historically, Newark was a railroad hub, playing a critical role in the transportation of goods and people, which contributed significantly to its industrial growth. This deep connection to the railroad era is woven throughout the design and creates cohesion with Ironside Newark, a former freight warehouse and now the home for the client’s unified New Jersey workplace.
Signage that Tells a Story: Bridging the City's History with Its Evolving Identity
Incorporating elements that speak to the city's heritage, the space features glass film designs that subtly reference the railroad tracks in simple linear paths. The signage system, designed as clean, organic shapes inspired by train wheels and gears, is finished in warm brass to complement the interior and nod to the industrial past of the city and building site.
The mission and values of the company are incorporated in a unique way; a tone-on-tone dimensional wall subtly displays these values, creating a complementary contrast to the vibrant, colorful mural on the opposite side.
Another thoughtful detail added to the space is the inclusion of small messages and icons scattered throughout, serving as 'easter eggs.' These elements are designed to educate users about Newark’s culture and historical facts while also highlighting specific landmarks of relevance that complement the overall storytelling.
Bridging Newark’s Culture and the Office Experience: Art that Connects Community and Workspace
The design celebrates Newark’s cultural vitality while providing a platform for local artists to contribute to the space. brandx developed the concept for the main interactive wall and provided the overall vision and guidance for the accompanying murals. Building on this, Gera Luz brought the wall to life in the reception and pantry with rotating plaques that invite visitors to engage and leave their own creative mark, ensuring the artwork evolves continuously. Gera Luz also created a mural in the pantry that complements the wall’s sculptural nature. Simone Bailey Campbell developed a mural for the “quiet car,” an intimate area for work or collaboration that evokes the interior of a train car and references Newark’s railroad legacy. Additional spaces were curated by brandx to feature art and photography by local artists, alongside historic artifacts specific to Newark’s history, connecting the interior to the city’s creative community and heritage while celebrating its diversity.
Photography: Mike Van Tassell, Carolina Madrigal