Red Elephant recently successfully assisted New York Life in launching their new office in the 24-story Pinnacle Tower located in the bustling DFW Metroplex. This 37-year-old high-rise, positioned at the northwest corner of the Dallas North Tollway and LBJ Freeway, now houses a state-of-the-art office designed to exceed New York Life’s goals and foster collaboration for years to come.

Red Elephant’s involvement began with elevating the lobby entrance through an environmental graphic that created a homey feel while incorporating as much of the New York Life brand as possible. With our custom wall vinyl and dimensional letters, the results were spectacular. By adorning the walls with high-quality vinyl graphics that resonate with New York Life’s brand identity and installing three-dimensional forms that prominently display their building, logo and key elements, we completely changed the feel of the space. The resulting graphics help bring the feel and energy of New York Life’s head office to Pinnacle Tower, creating a cohesive and familiar environment across their nationwide locations. What was once a standard office environment is now a dynamic and engaging workspace. Employees and visitors alike are greeted with inspiring visuals that evoke a sense of pride and belonging. Interior graphics go beyond mere decoration—they boost morale, enhance branding, improve navigation, and create a lasting impression.

Our stellar design team drew inspiration from patterns found in New York Life’s Brand Book, Briseida Fernandez recreating the New York Skyline with integrated symbols to achieve the correct shading and appearance on the workspace wall. In facing the challenge of creating a standout feature, our team aimed for a pop of gold on the New York Life Building. This was accomplished with a translucent yellow acrylic finish atop a chrome vinyl, giving it a glowing gold effect, a design idea created by Scott Bruce.

Additionally, we crafted an impressive environmental graphic that merges the New York and Dallas skylines, encapsulating an entire wall in the workspace. Led by Joe Garcia, this unique and intricate design was created based on the client’s specification to develop a creative wall mural for New York Life, with the NYL building centered as the focal point.

The design process involved creating several mock-ups before deciding on the final concept of merging the Dallas and New York skylines. This required trial and error to match the building sizes and seamlessly integrate the sky and ground elements. One significant challenge was harmonizing the different skyline features, such as water and cityscape. Through careful adjustments and creativity, we managed to merge the images effectively.

To enhance the overall aesthetic and eliminate pixelation and minor errors, an oil painting effect and texture were applied to the entire graphic. The result is a stunning mural that highlights the NYL building and beautifully combines the essence of both cities.

Moreover, Red Elephant developed an intuitive wayfinding system to ensure a seamless navigational experience for clients visiting the new office for the first time. From office IDs and wayfinding signs to environmental graphics, this project not only met New York Life’s goals of fostering a collaborative office environment but also showcased Red Elephant’s creativity in executing innovative solutions and ability to successfully collaborate with multiple vendors. This unique and intricately designed project required close collaboration with OTJ Architects, going through multiple rounds of proofs to perfect within a month. 

From a seamless estimation process with Tim B to Luke Dreiling, whose management of the entire account/project was overseen with exceptional attention to detail, ensuring seamless coordination and successful outcomes, this achievement underscores our commitment to delivering outstanding results and exceptional client satisfaction. 

Thank you, New York Life, for trusting Red Elephant | Design + Architectural Signage with the launch of your new Dallas office! Additionally, thank you to OTJ Architects for the referral and for collaborating with us. We enjoy working with your team and making impacts on the community.

This case study was written by Lauren Mayfield, Marketing Manager at Red Elephant. For more media inquiries, please reach out to her directly at lauren@redelephantway.com.