Eastern Rodeo

FERRY.NYC
2017

WORKING WITH
I&CO

For the City of New York, this is a design and brand identity project of the new transportation system, NYC Ferry. The service was proposed and announced by the administration of the Mayor of NYC in 2015. Now officially named "NYC Ferry," the service launched in 2017. Continuing to grow, it now serves 25 ferry ports across all 5 boroughs. As such an integral part to the New York city commute infrastructure, we were delighted to work on this brief, to not only introduce to New York for the first time, the commencement of the line, but to design for universality, timelessness and striving to embody the purity of graphic design and communication principles, standing the test of time.

In first and foremost serving the New York community, the design system for NYC Ferry aimed to achieve the fundamental goals of graphic design: to visually communicate quickly and seamlessly, providing a simple, experience-centric, fresh, friendly, and delightful interaction.

It was important to us that the system could be easily extendable but remained immediately recognizable even in the consideration of its minimal number parts, and always finessed, complete in all its applications.

We drew inspiration from other iconic New York design systems, including the MTA, while also assessing these systems to find opportunities for streamlining and efficiency. Utilizing circular visual shapes, similar to the MTA and local transportation options, we leaned on common recognizable visual cues and simplicity to enhance the iconic nature of urban graphic design.

The logo design underwent a highly iterative process, with over 200 sets of iconography designed and tested. The final universal logo features a crisp front view of the ferry, simple enough to be replaceable as a visual icon for different colored lines.

Furthering our work with NYC Ferry, we worked on extending our design system into a product approach work for their digital product and booking interfaces.

SERVICES
PRODUCT STRATEGY
BRAND IDENTITY
CREATIVE DIRECTION

INDUSTRIES
TRANSPORTATION

WORKING WITH
I&CO

In first and foremost serving the New York community, the design system for NYC Ferry aimed to achieve the fundamental goals of graphic design: to visually communicate quickly and seamlessly, providing a simple, experience-centric, fresh, friendly, and delightful interaction.

It was important to us that the system could be easily extendable but remained immediately recognizable even in the consideration of its minimal number parts, and always finessed, complete in all its applications.

The logo design underwent a highly iterative process, with over 200 sets of iconography designed and tested. The final universal logo features a crisp front view of the ferry, simple enough to be replaceable as a visual icon for different colored lines.

Furthering our work with NYC Ferry, we worked on extending our design system into a product approach work for their digital product and booking interfaces.

Stylehint by UNIQLO