We took an opportunity to capitalize on a gift in the name of our new city as a way to convey our news. We also encouraged interaction and engagement through the way the piece was stored and sent. All of this was done to create a moment of discovery and the reveal of the main message. The net result is a straightforward, smart and direct piece which is in turn reflective of a real New Yorker.

We gave a nod to the all-black uniform of NYC by printing a bold piece of type in black foil on a matte black sheet. The piece was scored and folded to create the reveal of the message in as simple a way as possible both from a production as well as interaction standpoint. The main typography was selected for its confident, characterful nature to further evoke the spirit of New York.

We created a design that clearly represented our new studio but also incorporated a discovery that represented our point of view on design and reached our core contacts.

Thus far we know the piece will be featured in the 2017 Creative Review Annual and is a Finalist in the 2017 New York Festivals International Advertising Awards (final results, TBD).