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NYCgo + NYC & Company Brand

NYCgo + NYC & Company Brand


Bellweather's founding partners, Emily Lessard and Louis Lee, led the cross-platform rebrand of NYC & Company that won awards, streamlined internal functions, and ignited tourism, helping NYC reach record numbers of visitors. The city brand included every element of the organization: brand identity, brand positioning, brochure design, icons and photography, and its flagship website The visual identity includes custom typefaces and 250+ icons and illustrations, all inspired by New York City. The branding has been highlighted in over 60 press stories, including Creative ReviewIt's Nice That, and Co.Design.

The main brand colors are 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 rebrand touched all mediums. We redesigned the quarterly visitor publications and brochures, official visitor maps, and all of the trade show materials, including booth designs for NYC & Company's trade shows and events.

The brand relaunch coincided with a website relaunch, which later won the 2017 Webby for Best Travel Website. An international tourism campaign was launched soon after, alongside a companion welcome campaign at NYC airports.