VISUALHOUSE is proud to unveil our latest collaboration with Silverstein Properties: a bold and thoughtful brand refresh for one of the most recognized destinations in the world–the World Trade Center. From brand strategy and messaging to a fully redesigned website, the updated identity embraces the site’s rich legacy while positioning it as a vibrant, accessible hub at the heart of New York City’s present and future. 

A Legacy Reimagined 

The World Trade Center is more than a place—it’s a symbol of resilience, innovation, and connection. Originally conceived as a center for global trade, the Twin Towers were a fixture of the New York skyline until the events of September 11, 2001, changed the city forever. In the years since, the site has transformed into a powerful tribute and a dynamic community, featuring modern office towers, cultural institutions, parks, and transit infrastructure. Today’s campus stands as a beacon of what it means to rebuild with purpose.

Bringing the Brand into the Now 

VH’s Creative Team worked closely with Silverstein Properties to capture the essence of  this transformation in a refreshed brand identity with the campus today. We developed a purpose driven foundation for the brand: to establish the World Trade Center as New York’s global center for business, culture, and community. 

The new look and feel of the website reflects this mission. It’s anchored in simplicity, clarity, and emotional resonance–with a direct, human tone of voice and a flexible tagline: Centered around you. Whether it’s business, culture, community, or connection, history, or remembrance.

Design Highlights 

The refreshed website prioritized user experience through intuitive navigation and a streamlined structure. VH crafted a streamlined digital design that emphasizes intuitive navigation, storytelling, and dynamic visual content. The updated photography style showcases the breadth of campus life–from iconic skyline views to the everyday moments that define it—under blue skies and natural light, filled with people and possibility. 

A Living History 

In tandem with the visual update, VISUALHOUSE also led a major editorial rewrite of the World Trade Center’s historical narrative. The new History Timeline page is a curated journey through the site’s past, from its earliest concepts to today’s mixed-use campus. The voice is clear and compassionate, celebrating the site’s legacy and looking to the future. 

Looking Ahead

The World Trade Center has always stood as a testament to ambition, progress, and human connection. This refreshed look and feel builds on that foundation to invite the world to experience it anew—whether you're a daily commuter, a local resident, a global tourist, or someone visiting to remember.

We are honored to help tell the next chapter of this iconic place.
Visit the new experience at www.wtc.com

For new project inquiries, please email [email protected] with your project details. We look forward to hearing from you.