The branding for the campaign combines passport-stamp-inspired logos, a vibrant color palette, and bold typography. These bold brand graphics are combined with a humorous and snarky copywriting, seen in the tagline: “For some it’s the trip of a lifetime, for you it’s just a subway ride away.” This humorous, snarky brand voice is carried through all of the elements, and was important for the marketing and branding strategy to connect with discerning locals.

The second season’s marketing and advertising was focused on restaurant promotion. To reference the vintage travel brand inspiration, we created “suitcase sticker” graphics for each borough. Each graphic sticker was reorganized and repeated throughout the campaign, allowing for an expansive and lively extension of the branding.

The #SeeYourCity Instagram campaign was so effective, the latest iterations are built entirely from user-generated images tagged #SeeYourCity. We designed the website, which integrates mapping throughout to turn inspiration into an itinerary. The marketing and advertising campaign we created has naturally evolved into what it is today: an evergreen, user-generated, content platform.