CV upon request.
2023–2024
Brand Identity
Gretel
Dylan Mulvaney
Andrea Trabucco-Campos
Justin Au
Kasia Galla
Ian Beckman Reagan
Murad Assaf
John Choi
Alaijah Hampton
Eoin Cantwell
Weiran Zhang
Ian Chen
Hayato Yamato
Jacob Hwan Lee
We developed a new creative platform, the Five Borough Bond, a conceptual shorthand for the shared experiences that unite all New Yorkers. We embraced juxtaposition and contrast to capture New York City’s essence, a wild mix of ever-changing local flavors and iconic legacies, where the grit and the grind meet the poetic beauty of the everyday.
At the forefront of the brand identity is a custom typeface designed by Frere-Jones Type inspired by the New York City subway, which has connected the five boroughs since its construction. Drawn in two styles, Local and Express, the typeface combines the iconic details of historical pre-unification subway signage with a modern construction and bold attitude.
In addition, the visual system features an energetic color palette, photography that captures city life from the pavement to the pitch, a layered graphic mosaic system built from the topography of NYC, and dynamically building signature behaviors.
The new identity weaves together the countless stories that unite the club and the city, creating an iconic brand that amplifies the confidence, diversity, passion, and irreverence of all New Yorkers.
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