A cohesive identity program for Steinway Astoria Partnership, the business improvement district that manages Steinway Street and promotes the district as a vibrant shopping area in Queens.

The logotype is reminiscent of vernacular retail signage from the mid-20th century. The tagline “Something for Everyone” is supported in a streetscape campaign with whimsical illustrations by noted illustrator Laurie Rosenwald. The goal was to develop a visual language which made reference to the past while looking forward to the future.