We love NYC

How does one expand on a pure original and stay true to its spirit? We were asked to design the system around the sequel to the original Milton Glaser mark as part of a campaign to celebrate our extraordinary city. Since the phrase now involved “we” and the famous acronym, we needed to make it as versatile and expressive across all media and environments. Hence the phrase became modular, with symbols replacing the heart to show the vitality and variety of the five boros. Proud to be a part of the most successful viral campaign in the city’s history (252m views on its launch day and 4.9b total impressions), not to mention the vigorous debate it inspired – my take on which you’ll find here.