After the Boston Consulting Group (BCG) experienced double-digit personnel growth, they took a considerable stake in 10 Hudson Yards and enlisted Gensler to create a radically different work environment. Environmental graphic design and interior signage and wayfinding serve as monumental expression for BCG’s six individually and energetically themed floors, each as unique as New York City itself. The branding program’s aim is unexpectedness, an opportunity to change a user’s perception instantly upon arrival. To fulfill this goal, Gensler integrated bold, large-scale graphics at every turn. Signage is eclectic and angular to further express the interiors program, ensuring that the space feels cohesive and communicates a style of un-corporate corporate interiors.