NYC-based production company Running Subway asked us to develop a brand for a massive endeavor–launching the city's next great cultural institution, and its first large-scale exhibition space.
We researched the competition, developed an audience model, mined the Times Square heritage and endlessly collaborated with architects and equity partners to position the brand effectively. The results? Campaigns across the NYC transit system, massive billboards in Times Square, stand-out building marquees, print collateral, radio, a website and full identity tool kit. The space launched to rave reviews.