New York's Meatpacking district rebranded by Base Design to highlight area’s “contrasts”

New York’s Meatpacking district has been given a new visual identity that aims to reflect the “tech, fashion, art and design and food” in the area. The new look was created by Base Design, which was commissioned by The Meatpacking District Improvement Association to design an identity that “recognised a pivotal turning point for the neighbourhood and its future,” according to Min Lew, creative director and managing director of Base New York. “It was time for the conversation around the area to move away from nightlife and towards celebrating the history of the district as a place of contrasts.”

The project involved creating a new visual brand identity, tagline, storefront designs, style guide, strategic plan, template for annual materials, and a new website, which look to holistically encompass “the spirit of the neighbourhood.”

Min says: “The Meatpacking District has always been a world of fascinating contrasts, and that it was that precise friction that gives the district its unique feel and constant pulse. It followed then, that this feeling of contrast should be celebrated in the neighbourhood’s new visual identity, expressed through typeface melding – dividing bold and light typefaces that create surprising and unexpected moments.”