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Pure+Applied worked with the NYC Department of Transportation to brand a pilot program to improve the pedestrian experience on Water Street in Manhattan’s Financial District. With this project, DOT sought to enhance the streetscape and enhance the pedestrian environment while reorganizing traffic flows to improve safety. Crosswalks were shortened, new pedestrian spaces were created, curb usage was assessed to maximize efficiency, and connections to the waterfront were enhanced. DOT worked closely with the Business Improvement District to launch these changes, and they wanted to brightly demarcate the new spaces they were activating. As part of our design work, we created the “W” in the Water Street identity from the shapes of ships’ curves to harken back to Water Street’s history as the original riverfront of Manhattan Island.

  • Categories
  • Graphics
  • Institutions
  • Signage/Wayfinding
  • Urban Planning
  • Z NYC Department of Transportation
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Other Projects

Urban Street Design Guide
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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