New York’s ‘West Village’ rebranded in honor of its artistic expression
Saint-Urbain's study delves into the diverse history of cultural movements and the rich origins of the Western Village.
NYC-based creative agency Saint-Urbain collaborated with West Village Partnership (WVP) to create a new brand for the organization that guides the neighborhood’s past, present, and future.
In pursuit of a new name that positioned the organization as a union of residents and employees who love and want to improve the West Village, WVP needed a visual brand language that conveyed its mission and demonstrated its appreciation for the neighborhood’s rich and diverse culture.
As a progressive hub in the 1960s, when countercultural movements and artistic expression flourished, the West Village has maintained this spirit over the years, and the Saint-Urbain team has striven to reflect it clearly in the organization’s new identity.
Guided by ideas of heritage, authenticity, boldness and nostalgia, the designers created a system that would appropriately reflect the unique character of the area. The brand-specific font combines accessibility with a retro feel, closely aligning with the WVP philosophy.
Additionally, the vibrant color palette reflects the colorful history of the West Village and the creative sensibility that permeates the area. The primary hues of green, orange, and pink evoke nature, sunlight, community, and freedom.
Community was a key driving force behind the brand, and the West Village’s head of development instructed Saint-Urbain to “explore how the West Village could be expressed as a vibrant, shared experience.”
The photography, dedicated to the individual, conveys a whole identity, and the images reach into the heart of the West Village and highlight the residents and businesses that make this vibrant area what it is today.
For all of these elements, the designers drew inspiration from real streets around the West Village, paying particular attention to the neighborhood’s temporary features, vibrant street graphics, and everyday village life. All of this demonstrates West Village’s (WVP) deep engagement and knowledge of the area, inviting residents to become part of an organization owned and operated by and for the people.
The new brand is being implemented across campaigns, signage, road markings, digital platforms, and motion mechanics, and is expected to demonstrate how “place-based branding can transcend utility and foster connection and pride.”
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