An electrified brand inspired by the city that never sleeps.
We rebranded NYC & Company, the official marketing and tourism agency for New York City. The city brand included every element of the organization: brand identity, brand positioning, brochure design, icons and photography, and its flagship website nycgo.com. (The redesigned NYCGO won the Webby for Best Travel Website). The visual identity includes two custom typefaces and over 250 custom icons and illustrations, all inspired by New York City. The videos below share the creative inspiration behind the branding.
The main brand color is exactly what it should be for NYC: black and taxi yellow. But instead of becoming dour or repetitive, the materials utilize texture and light through black foil stamping, blind embossing, and different paper stocks. As any New Yorker knows, there is an infinite universe of color within black.
The business cards become mini-itineraries for trips within New York City’s five boroughs. When lined up, the nine different backs create an infinite scroll of ideas.
Consumer-facing Visual Brand
The consumer-facing materials get a much more expanded, colorful palette. The black and taxi yellow are joined by sixteen more colors and a suite of custom half-toned photographic imagery. The use of black helps the colors appear electrified, even in print.
We redesigned the quarterly visitor publications and brochures, along with the official visitor maps. We slimmed down the copy and led with more inspirational and iconic imagery.
Trade Show Booth & Graphics
We also redesigned all of the trade show materials, including booth designs for NYC & Company’s trade shows and events.
To document and share the brand strategy and materials, we wrote and designed a comprehensive brand guidelines book. These guidelines are modular: sections can be taken apart and printed individually for varying audiences.
+The brand relaunch has earned a number of accolades from publications such as Creative Review, Forbes, It's Nice That, and Fast Company