If you are a New Yorker, you know the neighborhood of Long Island City in Queens has utterly transformed itself over the last decade; few remnants outside its industrial past remain. For this project, I wanted to create a brand identify that represents what the neighborhood is today.


The Project

Even though most of the factories left in 1970’s, Long Island City was not rezoned residential until 2001. With the explosion of apartment complex constructions in the last 10 years, there is a struggle to characterize the personality of the neighborhood. By a series of interviews and research the project aims at defining what it is that makes this neighborhood attractive to its inhabitants and to help paint a realistic picture of Long Island City.

Visual Designer

Visual Design




The purpose of this project is to propose a new look and feel reflected in a brand identity kit.



  • How do you come up with an identity that unites the ever growing high rises together with the older surviving brownstones and the Queensbridge Houses?

  • The neighborhood has always been divided one way or another.

  • The speed at which certain areas of the neighborhood are developing do not leave time for a general sense of community to form.


Research Findings


Interviewing the multiple communities composing the neighborhood was essential to get a clear sense of how residents feel about it. And what they kept coming back to was the seemingly never ending development of the area, how it seems to predominate visually.

“Can’t help but see all these buildings under construction dropping down everywhere as giant pieces of Tetris”



Inspired by the now innumerable high rises in LIC, I chose to work with angular lines and symmetry, and after a few trials, I selected a logo that resembles buildings viewed from above, with the empty space inviting you to wander through it.


Texture and Colors

I took inspiration from the industrial heritage of the neighborhood, all its red brick walls, old and new.


Final Visual