Game On! Water Street
Game On! Water St. animated Lower Manhattan’s Financial District using placemaking strategies to develop a district brand, digital interface, and wayfinding system to cultivate a work/play environment that extends consumer stay time, attracts New York City’s young professionals to the area, and encourages social connectivity and community building.
BRAND: Logo, Messaging, Iconography & Collateral
Conducted a behavioral mapping study, participant observations, and interviewed targeted demographics to understand consumer desires and current perception of the area. Uncovered area’s assets and significance through users’ belief systems and identified “universal” cultural components for branding and identity. 3x3 integrated varied user input and incorporated cultural iconography into brand strategy to maximize design value, reinforce area identity, and facilitate wayfinding through signage and digital mapping. Used playfulness of street games and team competition to shift public perception from lackluster business corridor to complete district that encourages lighthearted social interaction.
EXPERIENCE DESIGN: Web (responsive)
Designed a responsive web platform to enhance the Game On! brand and expand reach to a larger New York audience. Created a catalogue system to index and locate events based on location, time of day, and day of week to help users navigate and locate ongoing activities.
INTERFACE DESIGN
IDENTITY & WAYFINDING
Understood need for “surprise and delight” and conceptualized a public space identity, wayfinding system, and programming series that blends digital technology with real space branding touchpoints to facilitate touchpoints and transform public percpetion of the area to a social destination that cultivates community, attracts new users, and drives participation.
