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In the Spring of 2008, NYC Department of Transportation released Sustainable Streets, the agency's strategic plan under its new Commissioner, Janette Sadik-Khan. The plan laid out, for the first time, a clear and detailed transportation policy for New York City—one that promised a new direction. Pure+Applied worked with the Commissioner’s staff members Margaret Newman, Jon Orcutt, and Dani Simons to craft a way for the DOT to convey their new plan. We developed a new graphic language for the DOT that they would begin to implement as part of their brand identity under Commissioner Sadik-Khan. We also recommended and implemented the typeface “Galaxie Polaris” (by Village Typefoundry) for all DOT publications and public-facing presentations. The success of the initial publication led to Pure+Applied designing the rebrand of the DOT during the Commissioner’s tenure.

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Sustainable Streets
Strategic Plan for the New York City Department of Transportation
2008 and Beyond
Sustainable Streets
Strategic Plan for the New York City Department of Transportation
2008 and Beyond
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Sustainable Streets
2009 Progress Report
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Sustainable Streets:
2013 and Beyond
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Other Projects

Designing Home: Jews and Midcentury Modernism
Shall Not Be Denied Exhibition. In the “intro” area, visitors see a four-minute video montage of contemporary women stating the Nineteenth Amendment with photos of the suffragists who fought for it. (Video by Upswell.) The exhibition identity’s bold directional typographically leads visitors to the “street” area.
Shall Not Be Denied: Women Fight for the Vote
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