PUBLIC SPACE
Union Square Partnership came to The Working Assembly in need of a brand identity that spoke to the iconic Union Square crowd, all while embodying Union Square as one of the most vibrant neighborhoods in the city. Union Square is a living, breathing, and constantly shifting space, and so, USP’s new visual identity is built upon a flexible modular system. Cut-paper-inspired illustrations are deliberately off-kilter. A clean icon system allows for captivating moments of storytelling. A bold type system positions Union Square as the powerful gathering place New Yorkers know and love. A well-rounded color palette easily flexes to every season and occasion, perfectly suited for USP events taking place year-round.