Under CNSTRCTN (pronounced: construction)
Brand Strategy
Identity Systems
Art Direction
Repositioning 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.
The General Perception of NYC
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.
*NYC is not just Manhattan*
Most, if not all images that appear of NYC are of just Manhattan, completely foregoing the other 4 boroughs of the city, including Brooklyn, Queens, The Bronx and Staten Island.
My Perception of NYC
The Design Problem, NYC Souvenirs
Fails to capture the essence of walking the streets of NYC
Ornamental (lacks function)
However, 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.
Pain Points
Only for tourists, not for those who live here
The on ground perspective is lost
Generic,
Ornamental
Generic,
Problems to Be Solved
Merch made for those who live in the city, if you know you know
Emphasize the video game, crazy simulation perspective
Must be functional - not just decorative pieces
The Shovel
