Six+One

Client

Hudson Square

The Bronx Zoo

Hudson Square

DON’T YOU DARE CALL IT SOHO

A Little Background

Hudson Square is a small Manhattan neighborhood just north of Tribeca. It’s positively bursting with creative companies like Google, Disney, and about a dozen ad agencies. The problem is that barely anyone knows it’s a distinct neighborhood, with most New Yorkers identifying it as Soho or West Village. So, the Hudson Square BID (Business Improvement District) called on their neighborhood agency, Six+One, to fully brand and placemake Hudson Square, while making people proud to work here.

The Mission

Brand “Hudson Square” as the best neighborhood in Lower Manhattan for young creative professionals to work and live.

The Insight

This neighborhood hosts one of the largest populations of talented young creative professionals in New York City. These employees are internet natives who speak in colloquial, sarcastic, and cheeky language with their friends and colleagues. In other words, they are funny.

A Little Background

The Mission

Brand “Hudson Square” as the best neighborhood in Lower Manhattan for young creative professionals to work and live.

The Insight

We began by branding the most omnipresent and important elements in the neighborhood - the trash cans. Using the impossible-to-ignore combination of berry magenta and sunny yellow, we catch passersby attention and then reel them in with a snarkily funny trash-based headline. These proved such a success that other neighborhoods have started labeling their bins with similar (though not as funny) headlines.

Now, we are extending this eye-catching visual system and cheeky tone into all neighborhood touchpoints - lamp post banners, wayfinding signs, social media and much more.

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