New York Music Month (NYMM) began as a cultural campaign under the NYC Mayor’s Office of Media and Entertainment. Our rebrand positioned NYMM as more than a moment—it became a platform for connection, visibility, and advocacy across New York’s diverse music community. The transformation turned a loose initiative into a cohesive city-wide experience that welcomed professionals, artists, and fans alike.
The goal wasn’t just to raise awareness—it was to reframe NYMM as infrastructure. A resource with real access points, anchored in public programming and industry support. We introduced a strong narrative and unified identity to support partnerships, media reach, and cultural legitimacy—making NYMM feel like a movement, not a marketing campaign.
-
Visual Identity System
The identity system draws from NYC’s physical and cultural texture—bold typography reminiscent of street posters, a black-and-white base layered with vibrant overlays. The palette builds flexibility: structured and minimal when needed, electric and expressive when live.
Typography choices were intentionally loud and public, built for impact across urban placements, social moments, and digital interfaces. A modular grid supported consistent visual rhythm, while variable content layouts made space for every type of performer—from underground DJs to institutional partners.
Design System Principles
The design system was constructed as an extensible kit-of-parts. Events, talks, performances, and resources all lived under one identity—each with its own typographic and color-based cues, but unified through consistent layout logic and iconography.
Built on a 12-column grid, the system adapted across street ads, wayfinding, social campaigns, and the redesigned digital platform. It favored adaptability and energy, giving space for contributors and collaborators to express within brand constraints. Templates were shared across stakeholders to encourage broad but cohesive usage.
Proprietary Tools / Platforms
The central platform became the heart of the brand—a living schedule, resource hub, and discovery tool. From rehearsal space listings to industry talk signups, it was built for access and scale. Backed by a CMS and a modular event engine, the platform gave NYMM the digital infrastructure to expand.
-
We also developed toolkits for partners and artists—each with brand guidance, social templates, and co-branded assets—turning one month of programming into hundreds of touchpoints that all felt part of a larger system.
