New York, New York

New York, New York, is a Branding/Identity project for Upward Transitions, a non-profit organization that serves those who suffer from homelessness through stabilizing resources. One of the fundraisers they do each year is an event entitled “American Tourist” and features a tourism theme from a city worldwide. The city chosen for the themed event was New York City, and ideas ranged from the Statue of Liberty to Broadway to Central Park. However, we felt the only thing that truly captured the essence of the city that never sleeps was the skyline itself, (yet we could not let the design pass without including a few other attraction highlights from NY, NY.) The art direction style for the logo and illustration was based on an Art Deco style, something very similar to “The Great Gatsby.” The design colors also feature a deep rich navy and gold to represent the prestige and elegance that the city of New York represents; indeed, it is the “City that Never Sleeps.”