ABOUT

Focus: Brand Identity, Web Design, UX UI, Copywriting, Illustration Direction

The Challenge

Taste of Tribeca had long been a beloved part of the neighborhood, but its digital presence no longer reflected the scale or character of the event.

The challenge was not to reinvent what made it special, but to build a stronger brand world around it. At the center of that world was the festival’s illustrated pigeon mascot: familiar, playful, and full of local personality.

The website needed to do several things at once. It had to feel distinctly New York for the community that already knew and loved the event, playful enough to appeal to families, and polished enough to present to sponsors and partners confidently.

The Concept
A Local Icon, Brought to Life

Rather than replace the existing mascot, we chose to expand its role within the brand.

Working alongside the original illustrator, we developed a wider cast of pigeons with personality; expressive, witty, and unmistakably rooted in the spirit of downtown New York. With food-loving poses and small character details that feel both humorous and familiar, the illustrations gave the identity warmth and memorability without losing its local edge.

The goal was to create a brand that felt lived-in and full of character, while still functioning with the clarity and confidence expected of a modern event platform.

The Approach

Build Around What People Already Love
The pigeon already carried recognition and charm. Our role was to elevate it, not overwrite it, and turn it into the anchor of a broader visual system.

Balance Grit With Polish
Taste of Tribeca needed to feel energetic and local without coming across as messy or informal. We leaned into the contrast: playful illustrations paired with a cleaner layout, stronger hierarchy, and more intentional typography.

Create a Brand That Works for Multiple Audiences
The identity had to resonate with neighborhood regulars, families attending the event, and sponsors viewing the festival through a commercial lens. Every design decision was made to support that balance.

Brand Identity
The refreshed identity is built on bold contrast, expressive illustration, and a visual language that feels unmistakably urban without becoming overly stylized.

Typography was chosen to feel modern and approachable; friendly enough to support mascot-led storytelling, yet structured enough to lend authority to the overall brand.

The logo was also refined, keeping the recognizable pigeon mark while introducing subtle personality in the details. Even the slight tilt of the “of” adds a sense of movement and ease, echoing the city’s unpolished charm.

The palette moved away from predictable event branding and into something more distinctive and memorable:
Tribeca Green — #CFD136
Hot Dog Orange — #ED622E
Midnight Purple — #7381BC
Sidewalk Black — #191816

Together, these elements created a system that feels playful, ownable, and confident enough to stand apart from more corporate event branding.

Website Redesign
A Digital Experience (With Personality)

The website was designed to be both expressive and highly functional.

While the mascot and illustration system bring energy and local character, the digital experience itself is clear, modular, and easy to navigate. Information needed to be instantly accessible, whether a visitor was buying tickets, checking event details, viewing maps, or reviewing sponsorship materials.

We built the site with a cleaner content structure and a more thoughtful user journey, ensuring the brand's personality enhanced the experience rather than distracted from it.

The result is a website that feels full of life without ever being chaotic. Equal parts neighborhood charm and professional presentation.

Results
Taste of Tribeca now has a brand presence that feels much closer to the event itself: vibrant, familiar, and full of character.

What was once a more limited digital presence has been transformed into a flexible brand system and website that can speak with equal confidence to both the public and prospective partners. The new identity captures the humor, movement, and flavor of the festival while giving it the clarity and polish needed to grow.

Bold. Local. Full of character.