Lincoln Center was looking to expand its audience as the institution embarked on the launch of a new billion dollar campus makeover (and continued world-class entertainment) to the neighbors, the city, and the world.
The identity complements and disrupts the stark stone-covered structures and sophisticated entertainment with an easy to understand pointer that embraces the full sensory experience of the institution. With applications involving sight, sound, food, and outdoor spaces, the flexible system engages the visitors at every juncture with a modern design system.
A New York City icon in both its modernist architecture and ever-changing premium content, the “Seen It?” brand platform and identity irreverently asks the visitors if they’ve experienced the new destinations, new activities, and world-class programming.
Developed while working with Brand Union (now Superunion)