Destination: NYC

Destination: NYC, is a collection of 200 New York-designed products for sale at MoMA Design Stores. The collection’s visual identity is the handiwork of students graduating from the MPS Branding Department at SVA, chaired by Debbie Millman.

“Branding is about giving shape and form to an idea or experience,” explains student Janavi Kotarthi. “In this case, it was telling a narrative about NYC through messaging, design and visual experiences.”

The SVA students worked over six months to create not one, but four logos, as well as product photography, store windows and displays, and print and digital marketing campaigns. The flexible identity combines visual NYC elements: a streetwise pigeon, a pretzel, graffiti, newspaper box and plastic deli bag.

Destination: NYC runs through the mid-August. Visit momastore.org to view the students’ work in action.