New York City is one of the most popular tourist destinations in the world. For Visit Staten Island, the tourism arm of the Borough President’s Office, this had proven more curse than blessing as they struggled to carve out a niche in a market dominated by iconic attractions in Manhattan. Visit Staten Island also struggled with tourists associating the island primarily with the well-known commuter ferry, which did little to position the borough as a worthwhile destination for visitors. The so-called “Forgotten Borough” needed a new brand identity to attract a new kind of visitor.
We then built a new identity system around a bright and breezy color scheme, bold photography, and a more confident tone of voice. We flipped the hierarchy of the initiative’s name in the new brandmark, ditching the abbreviation “SI” and visually deemphasizing “Visit” to put the focus more squarely on Staten Island as a destination.