Menarco Tower
2016-2018
Identity System, Wayfinding, Illustration, Publication
Benjamin Abesamis
Mike Parker
Coi Serrano
Petra Gana
Menarco Tower set a new standard for what office space can be. Guided by founder Carmen Jimenez-Ong’s vision, it was designed to put people before productivity, well before it became a post-pandemic imperative. Every detail, from air quality to spatial flow, supports health, clarity, and care at work.
Collaborated with:
Aurora Suarez — Marketing
Peachy Pacquing — Strategy
Aidea — Architect of Record
CS Design — Concept Architect & Architectural Interior Designer
Menarco Tower is a boutique office development along 32nd Street in BGC, Taguig. It is home to a range of global companies across tech, wellness, and professional services.
Menarco Tower is the first corporate office building in Southeast Asia to achieve both LEED Gold and WELL Gold certifications, establishing it as one of the healthiest workplaces in the region.
Menarco Tower is where wellbeing comes first.
The tower champions clean air, safe water, access to green spaces, perks for bike commuters, and a lighter footprint on the environment.
Building an Identity
The foundation of the visual identity takes cues from Menarco’s architecture. Its vertical wooden fins, a defining element of the building’s façade, create a rhythm that extends from street level to the 32nd floor.
We built the identity to echo the structure and visual language of the architecture. We designed the icon, custom logotype, and even the spacing to reflect the same strength and symmetry found in the building.
The fins also inspired the brand’s key visual element. We translated them into bars rendered in the brand’s color palette — subtle accents that add rhythm and cohesion across printed layouts and signage.
We also extended the identity to communicate the building’s technical features, ensuring even the most detailed information remained clear, consistent, and considered.
Wayfinding For Connection
To connect with Menarco’s tenants at every level, we designed a comprehensive wayfinding system from the top floor to the parking levels below.
A key feature of the wayfinding system was the set of custom icons. To ensure consistency, we based each one on the distinctive curves of the Menarco logotype.
Designed to feel less like hazard signs and more like human touchpoints, each sign was crafted to be conversational and engaging, adding warmth to everyday moments of navigation.
Consistent By Design
We partnered with Menarco to bring its identity to life across every stage of the building’s journey. From the Menarco Journal to the topping-off ceremony, we applied the brand consistently, designing print and event materials that reflected Menarco’s values of mindfulness, wellness, and world-class execution. By staying closely involved from concept to construction, we helped ensure that the brand remained clear, cohesive, and deeply felt in every detail of the space today.
The result was our take on the traditional tri-fold: a 52-page mini-magazine we called The Menarco Journal.
It featured interviews with the architects, original illustrations, articles, recipes, and more. Offering a more personal way for potential tenants to connect with the building beyond its specs.
From structured and technical to soft and tone-setting, the illustrations and design flex to meet the message.
We’ve partnered with Menarco through every major milestone, from breaking ground to topping off. Along the way, we designed the showroom and created key materials for landmark events.
In the wake of COVID-19, Menarco Tower continued to stand tall, ready for a future that put people’s health and wellbeing at the center — where it has always belonged.
A closer look at the tower’s architecture, materials, and finishes, where every surface choice reflects a commitment to quality and human-centered design.
During construction, we designed safety stickers and site materials that stayed true to the Menarco brand.
