New York's Meatpacking district rebranded by Base Design to highlight area’s “contrasts”

Date
24 November 2015

New York’s Meatpacking district has been given a new visual identity that aims to reflect the “tech, fashion, art and design and food” in the area. The new look was created by Base Design, which was commissioned by The Meatpacking District Improvement Association to design an identity that “recognised a pivotal turning point for the neighbourhood and its future,” according to Min Lew, creative director and managing director of Base New York. “It was time for the conversation around the area to move away from nightlife and towards celebrating the history of the district as a place of contrasts.”

The project involved creating a new visual brand identity, tagline, storefront designs, style guide, strategic plan, template for annual materials, and a new website, which look to holistically encompass “the spirit of the neighbourhood.”

Min says: “The Meatpacking District has always been a world of fascinating contrasts, and that it was that precise friction that gives the district its unique feel and constant pulse. It followed then, that this feeling of contrast should be celebrated in the neighbourhood’s new visual identity, expressed through typeface melding – dividing bold and light typefaces that create surprising and unexpected moments.”

Above

Base Design: Meatpacking District identity

Above

Base Design: Meatpacking District identity

Above

Base Design: Meatpacking District identity

Share Article

Further Info

About the Author

Emily Gosling

Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.