ABOUT

Blue Onyx wanted to highlight the narrative of 24+Half, their new innovation district, as an urban rebirth of Paterson, NJ. We developed and implemented brand and messaging strategy, visual identity, environmental graphics and creative content for the redevelopment site, which features a wide array of public programs and activity spaces. Custom typography makes the logo adaptable for collaborations and initiatives. To generate enthusiasm for the brand’s message, “Paterson rising,” and boost community engagement, we branded and launched a Covid-19-safe beach party, designing a variety of promotional material and merchandise.