The East Village

Culture, In Under A Square Mile

Business Challenge:

The East Village approached imsoiconic with a desire to define their neighborhood in the context of a brand. Their chief priority was contextualizing the essence of the neighborhood in a brand strategy whose visual solution could then be implemented in physical and digital spaces. The components of the brand identity system then, needed to be capable of functioning in both environments. The East Village expressed a concern that how their essence was captured needed to communicate the vast cultural diversity of the neighborhood. The strategies and visual solutions needed to feel hyper-local.

Communications Solution:

First, imsoiconic defined the core component of the east villages diversity, food, as a basis for the brands strategy. After which a visual identity system was developed to represent the wide range of cultures using a universal language, iconography. The intent being to subvert the complexities of representing more than one culture, without developing an equally complex identity. All of the communications needed to feel unified regardless of the cultural undertones, and iconography is easily adaptable and familiar. imsoiconic also developed a geo-local digital solution to make the east villages diversity of food accessible.