Highgate Hotels
Row NYC
A Times Square Hotel Rebranded with 1300 Rooms
Services
- Strategy
- Brand Identity
- Copywriting
- Collateral Design
ROW NYC has been a Times Square landmark for nearly a century. After a multi-year closure and comprehensive renovation, one of the city's most iconic hotels was preparing to reopen. Highgate, one of the leading hotel management and investment firms in the industry, brought Cohere in to lead a full rebrand of the property and its on-site café and bar, working in close collaboration with their in-house creative team.
The 1,300-room hotel required a positioning strategy that balanced proximity to Times Square with a sense of separation from its intensity, appealing to guests who wanted access to the energy of the city without being immersed in its noise.
The goal was a confident, modern identity that communicates value with style, without tipping into luxury repositioning.
The graphic identity is rooted in the hotel's own architecture. Rows and lines run through the floors, ceilings, and streetscapes of the building — that linear system became the foundation of the visual language.
The logo is a refined evolution of the building's original facade typography, customized from Engravers Gothic with precise terminal cuts.
A brand system built to work seamlessly across one of the largest hotels in Times Square — from visual identity and messaging to uniforms and every piece of collateral the hotel touches.
ROW NYC is the essential New York stay with an enviable address - uncommonly understated in the heart of Times Square. It’s built for travelers who want the energy of New York on demand, and a calm, comfortable reset when they’re done with it.
