Union Square Brand Refresh 2021

Prior to the COVID-19 pandemic, the Board of the USBID entered into a contract with J2 Design to embark on a comprehensive rebranding project that elevates Union Square's identity and place within the greater community as an organization, an international destination, and a central gathering place for all. This project is now underway and the new brand with begin making an appearance in the public realm in Summer 2021.

J2 Design conducted several months of research on the ground with stakeholders through individual interviews and participation in the Union Square Economic Recovery Task Force, and through audience surveys, communication analysis, and a comparative audit. Their Discovery Findings Report can be found here.

After completing their Discovery Findings report, J2 Design developed a Brand Platform for Union Square Business Improvement District including the Brand Manifesto. The Brand Platform can be found here.

Upon presentation of the Discovery Findings and the Brand Platform, J2 Design began the creative work, providing two unique creative concepts for the Union Square Business Improvement District Board of Directors to review- Mosaic and Heartbeat. The Board of Directors selected Mosaic as the new brand creative package, creative concepts can be found here.

J2 Design created a short video overview of their work to date, from the Brand Manifesto to the creative components that will bring the new Union Square to life.