All In NYC— A revitalization campaign for the city we love
We partnered with NYC & Company to envision the city’s revitalization campaign, All in NYC—a multi-faceted visual campaign and a rallying cry to unite New Yorkers around the immutable spirit they share and the infinite experiences this city offers them.
Our Approach
A city as timeless and iconic as New York deserves a campaign that follows suit. The design direction took cues from the city’s rich history of bold typography to create a mark and visual system that is confident, direct, and authentically NYC.
From apartment windows scattered throughout the boroughs, 24-hour everything, and wafts of Halal smoke on block corners, it wasn’t hard to recall the things we will always love about this town.
In fact, the most challenging part of this campaign was choosing just one thing to say. We hoped that the resulting tagline, photography and design system could play a role in reminding lifelong New Yorkers, first-time visitors, and everybody in between what makes this city so unique.
All in NYC Portraits
As a way of infusing storytelling into the campaign, we set out to capture portraits in celebration of the people and places that have always made NYC great. This series of videos takes an intimate look at local businesses through the eyes of New Yorkers who always show up—no matter the circumstances.
The Takeover
Media Post—
New York Launches ‘All In NYC’ Campaign To Help Rekindle Tourism, Economy
New York Times—
Broadway Is Dark. Liberty Island Is Empty. Will the Tourists Come Back?
GDUSA—
Aruliden ‘All In’ On NYC Comeback
Women.NYC—
Meet the Female Creative Boss Behind #AllinNYC, the City’s New Rallying Cry
WSJ—
New York City’s Tourist Attractions Reopen, Without the Tourists
Communications Arts—
Destination Marketing in the Time of COVID