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.

Interact with the World of Under CNSTRCTN!

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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)

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.

Conceptual Direction: Contrast

of Industrial Materials & Classical Architecture

of the out-of-pocket moments & Classical Architecture

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)

which is symbolic of the weird, out of pocket moments like the Brooklyn Gold Fish Pond

NYC is a Video Game/Simulation/Cartoon

Visuals must reflect Tension between mainstream video game/cartoon aesthetics and weird, out of pocket, mature, bizarre moments (of fun and formal)

Grids

Visuals must reflect Tension between mainstream video game/cartoon aesthetics and weird, out of pocket, mature, bizarre moments (of fun and formal)

Art Direction: NYC as a dark twist on Cartoon/Video Game/Simulation/Lego World

The contrast of Industrial Materials & Classical Architecture is symbolic of the tension between the playful and child like toy aesthetics depicting more unruly and moody moments, much like what it is like to be in NYC.