New York City

So New York.

Perhaps the project I’m most proud of. NYC & Company, the city’s marketing and tourism arm, issued an open brief to help revitalize the brand of New York City coming out of the global pandemic. I had an idea.

So I assembled a team of designers, art directors, and strategists to help bring it to life.

“So New York” is incredibly simple. It’s rooted in many small human truths that add up to a big one. And it has the ability to capture all the unique, funny, idiosyncratic things that make New Yorkers who they are.

I hoped it could give us all, both those who live here and those who love this place, a moment to smile and be proud.

I wrote about it here and you can also download the full deck.