Under CNSTRCTN

Strategy

Art Direction

Toy Design

Zine

Illustration

Reimagining the visual identity of NYC.

Overview

New York City is most famously known for its towering skyscrapers and the iconic Manhattan skyline, but the city’s essence extends far beyond that.

My perception of NYC is shaped by the visual culture on the ground—elements that often go unnoticed, such as industrial equipment, classical architecture, and brownstone homes.

The boroughs are divided into grids, giving the city a video game-like structure as I navigate its streets. What makes NYC so compelling is the striking contrast between the colors and materials of construction motifs and classical architecture, alongside the tension between cartoonish aesthetics and the bizarre, unpredictable moments that define the city.

The Design Problem,

Mainstream NYC Souvenirs

Ornamental souvenirs—like fridge magnets of the Empire State, keychains of the Statue of Liberty, and snow globes—that offer little to no functionality. These items fail to capture the full essence of the city, and I aim to reimagine them in a way that reflects the true spirit of NYC while offering something more meaningful and functional.

Strategy

The strategy behind this project is to focus on the visual culture of NYC as experienced on the ground, as opposed to the mainstream bird's-eye view that often highlights its skyscrapers and luxurious image. Therefore, embracing the unique, unfiltered aspects of New York City, particularly the bizarre and unexpected moments that unfold on its streets.

These random activities, such as impromptu street performances, odd gatherings, or quirky street finds, add to the unpredictable nature of the city. The goal is to convey the playful, often absurd nature of city life, where the mundane and bizarre coexist, creating a vibrant, communal atmosphere that is distinctly New York.

Art Direction

The art direction for this project takes the form of a cartoon/simulation/animated reconstruction of New York City, which mirrors the playground-esque feel created through the boroughs being divided into grids.

This animated approach allows for the city to be reimagined as a fun, surreal space, much like a video game, where every corner reveals something unexpected. It plays into the idea of NYC as a living, breathing playground, filled with surprises at every turn.

The art direction also captures the spontaneous, often bizarre moments found on NYC's streets—much like the moments showcased on accounts like 'whatisnewyork' and 'stoopingnyc.' From discarded items on stoops to quirky street performances, these real-life, unfiltered moments are reimagined in an exaggerated form, in a way that feels both fun and relatable.

The Toys

The products are elements of the city, scaled down to fit a desk environment and reimagined as functional desk accessories.

These toys are replicas of city elements—like the water tank that holds small items, or garbage dumps, often graffitied in the style of NYC street art, turned into unique desk pieces. Even random corners of the city are repurposed into functional objects like pencil holders. Each toy reflects a playful, functional version of NYC's everyday visual culture, and brings it to a desk environment.

Zine

Started by Volksgeist, a voice in culture of hip-hop, to motivate the youth to chase their dreams.

Lead by the Y2K motifs in the existing brand language, this creative direction explores the ethereal landscapes of the Spirit World. Drawing inspiration from Japanese symbolism, graphic design and animé aesthetics.