NYPL

PROJECT TYPE

Dynamic Branding & Visual Identity

TEAM

Just me!

TOOLS

Figma, Adobe Illustrator, After Effects, Miro

DELIVERABLES

Brand Strategy, Visual Identity, Motion System, Digital Brand Experience

OVERVIEW

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A dynamic identity for the NYPL, built around the exchange of knowledge and the many voices that make it possible.

BRAND STRATEGY

Preserve MUJI’s quiet visual language while giving seasonal discovery, music, and gifting room to shine.

A flexible identity built from individual voices, using connected speech bubbles to express the library as a shared exchange of knowledge.

VISUAL IDENTITY + MOTIF

The speech bubble becomes the building block of the identity. A consistent shape language connects the logo to a flexible system of frames, messages, and compositions.

COLOR PALETTE

A shared palette gives the identity different expressions while keeping the library recognizable across messages and formats.

DYNAMIC SYSTEM / FORMS

The same speech-bubble forms expand, connect, and repeat to frame different voices without losing their relationship to the logo.

DYNAMIC SYSTEM / FRAMEWORK

Content, color, and bubble arrangement work together to adapt the identity to different messages, while consistent forms and typography hold the system together.

CUSTOMIZED DISPLAY TYPEFACE

Refined endings, wider rounded sections, and shared internal alignments give familiar letterforms a distinct voice across the identity.

NYPL IN FULL EXPRESSION

The identity carries the library’s many voices into public spaces, printed materials, and digital channels, connecting expressive messages with useful everyday information.

WHAT I LEARNED

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