Under CNSTRCTN
Brand Strategy, Identity Systems, Art Direction
Recontextualizing the visual
identity of NYC.
Under CNSTRCTN is a brand that highlights the bizarre, low-key, and offbeat moments of NYC through an animated, video game-inspired world and aesthetic, capturing the simulation-like visual culture of the city's streets.
The brand breaks away from exisitng representations as a glamorous and exotic city, and repositions the broader visual identity into a more niche perspective which depicts the city as a giant playground, for adults.
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
The souvenirs also feed into the narrative
Design Direction, Visual Culture of the Streets:
Contrasting Forms + Materialities
