“Made in NY” is a campaign for the Mayor’s Office of Film, Theatre and Broadcasting to support their initiative to attract film and television studios to produce work in New York City. The mark and graphic identity system became the basis for all of the City’s production-related promotional materials. Nearly 200,000 shooting days have been logged in NYC since the campaign launched.
As a kind of “seal of quality” from the City, we created a lmark that every New Yorker would identify with and take pride in. The inspiration came from urban artifacts -- things that are imbued with everyday life and New York nostalgia, things of the street that suggest the true grit and energy of the City and its people. In the end we found our Muses in the classic subway token and manhole covers.