Identity design projects are some of the most rewarding work a designer gets to do. Bringing out a company’s personality involves a lot more than putting the “swoosh mark du jour” over the company name. This is the way you communicate who you are, who your customers are, and everything you want to tell them.
Lower East Side
This
identity system was created for Lower East Side in New York City – a Business Improvement District (BID). The
neighborhood is so rich in historical associations: peddlars, tenements,
pickles, etc. – it’s hard to get out from under that weight
of imagery. But like many inner city neighborhoods, the Lower East Side
has gone through a total revitalization, and now houses some of the hippest
art, mustic, fashion and architecture in the city.
To express this blend of historic and hip, we developed the mosaic concept. The tiles are reminiscent of, on the one hand, the grid of city blocks, the famous New York City subway mosaics, cobblestones and building tiles. And, at the same time, they have a modern, digital flavor as in digital displays, binary computer code, and screen-based media.