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Graphic Design USA Magazine

Tag "post-sandy"

Preserving history. Creating stories.

Down by the Brooklyn Bridge is the oldest waterfront neighborhood in New York City — the historic seaport district. Since the early days of New York, the district’s vibrant streets, restaurants and bars have been places for stories you won’t believe and stories yet to come.

Then October 2012 happened. The district was devastated by superstorm Sandy and many local businesses lost everything. Everything except their passion for the old neighborhood. They stood their ground, and a year later most are ready to reopen better and stronger than before.

In April 2013, MBLM joined a small business alliance to help spearhead the district’s revival. Over two days, the agency’s team and merchants worked together to find ways to put the district back on the map. But they quickly realized it was about more than that. The 12-block district was at risk of losing not only its vitality and commerce, but its identity as well. The image of an authentic and thriving NYC district had been replaced by pictures of devastation and hopelessness. So the team defined their goal: brand to preserve. A rallying cry to retain the district’s character as much as bring people back.


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