Under CNSTRCTN
Brand Strategy, Identity Systems, Art Direction
Recontextualizing the visual
identity of NYC.
To me, New York City is a one of a kind juxtaposition. A playground for adults. Where the luxury penthouses and cobblestone roads designer boutiques stand shoulder-to-shoulder with the chaos of dollar pizza spots, subway performers, and oddities like abandoned sofas on the sidewalk. Its charm lies in this coexistence.
However, NYC's existing merchandise seems to emphasize the just the galmor, and leaves out the latter.
introduction
The General Perception of NYC
*NYC is not just the skyscrapers in Manhattan*
Upon a Google search for NYC, these are the results. The images primarily feature the NYC skyline, therefore representing the city from an elevated point of view. Emphasizing landmarks like the Empire State Building, One World Trade Center, and the Chrysler Building.
The Design Problem, Existing Souvenirs
Pain Points,
Fail to capture the out-of-pocket moments and authentic spirit of walking the streets of NYC, that makes the city unique
Objects like snow globes and fridge magnets are purely ornamental (lack function)
Problems to be solved,
Fail to capture the out-of-pocket moments and authentic spirit of walking the streets of NYC, that makes the city unique
Objects like snow globes and fridge magnets are purely ornamental (lack function)
Conceptual Direction: Contrast
of Industrial Materials & Classical Architecture
of the out-of-pocket moments & Classical Architecture
solution
My Perception of NYC
My perception of NYC is defined by the visual culture surrounding me on foot all the time, which can often go unnoticed as white noise. The project is about breathing life into the things constantly surrounding us, that we take for granted.
The Contrast of Industrial Materials & Classical Architecture
Visuals must reflect Tension between mainstream video game/cartoon aesthetics and weird, out of pocket, mature, bizarre moments (of fun and formal)
Concept Development & Inspiration
