The New Original

The ask: brand the Meatpacking District. The goal: create a brand with the power to change perceptions about the neighborhood. The Meatpacking District is a living breathing neighborhood contradiction — night / day, culture / commerce, chic / gritty, high heels / cobblestones. Traditionally notorious for its namesake, now-shut-down hourly hotels, and status as the mecca for NYC club culture, the area had been experiencing some significant changes. Thewas to reconcile the clash between the newer side of the neighborhood – art, culture, design, fashion, food and technology – with the area’s colorful past. Then I realized – this clash is what makes it so great. The Meatpacking District's identity celebrates opposites working together. We wanted it to feel as dynamic as a walk down one of its streets. The logo is split at different locations between a bold sans-serif and an elegant serif – a nod to the Meatpacking District’s past and present. We adopted the line “New Original” as we were working through the identity and loved the sentiment. It was the perfect summation of our contrasting work.