The White Building

Abandoned buildings make great lofts. Someone should tell someone.

Developers love converting everything abandoned under the sun into lofts. Philly, is home to many, many…many…abandoned things. The S.S White in downtown Center City is probably one of these last sites. The history is what inspired the mark. The former name “S.S. White” was the base of the mark. The two S’s can be seen forming the W. Adopting “The White Building” as a moniker set a precedent to go with white on white, on white for the materials. The sell sheet, CD, and web site all used a proliferation of white space and clean lines.


  • Client : Goldman Properties
  • Date : 04/19/2005
  • Agency : 160over90
  • Creative Director : Darryl Cilli
  • Associate CD : Kaypee Soh
  • Copywriter : Brendan Quinn
  • Designer : Giacomo Ciminello