Millions of New Yorkers call us home

 

SITUATION

During the Bloomberg administration, NYCHA housed a massive and culturally rich community with an incalculable impact on NYC life – and with no commonly understood brand.

MANDATE FOR CHANGE

Develop a compelling brand positioning that NYCHA administrators, residents and all of New York City could rally around.

  • Executive interviews
  • Brand positioning workshop
  • Revenue generation initiative
  • Funding proposal

OUTCOMES

1st

resident co-creation initiative within NYCHA

1st

advertising-based revenue exploration to stem losses due to skyrocketing infrastructure costs, greenlighted by Deputy Mayor Bob Steel (Bloomberg administration)

1st

NYCHA branding solution to receive unanimous board-level approval

Agency: Publicis BOS Group

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ZURICH FINANCIAL

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Other offerings

INNOVATION

Solving for pain points before people know how to articulate them.

SPRINTS

Using workshops to accelerate ideation and surface new business models.