About



Branding for West Village

Research & Analysis
Branding
Visual Identity & System
Campaign Design
Motion Design
Character Design

2026
 The West Village is one of New York’s most iconic neighborhoods, celebrated for its rich history, creative spirit, and rebellious soul. Unlike the rest of Manhattan, its streets literally "escape the grid." It is a place of daily surprises: whether it's a cozy street-corner coffee shop or a bench once shared with a celebrity.

Inspired by the tagline "Escape the Grid, Embrace the Love," this project uses a "frame" as the core visual element. The frame acts as a storyteller: it is a frame to embrace the neighborhood's love, creativity, and inclusiveness, but also a frame to break, which symbolizes the free and rebellious spirit of the West Village.

Frame as a simple structure, it represents the alphabet of W and V while serving as a container to hold the stories, courage, and love that are hidden within the neighborhood.
 The details of the Gatuzo typeface look as though a rectangle has been inserted into the stroke, echoing the logo's frame. Furthermore, the shapes of letters like 'g', 'y', and 'a' are playful and unique, giving a perfect balance between stability and pleasant surprise.
 The posters and social media templates for West Village incorporate the frames, colors and arrows.


[


SIGNAGES


]

Dark brown glass boards and metal frames are used to create the signages throughout the neighborhood.


[


THE CUTEST RESIDENT IN THE VILLAGE...


]


Wevi is an energetic character built from the frames of the visual system. He serves as a bridge for the community, fostering a sense of intimacy and bringing people together. By personifying the brand, Wevi adds a friendly, approachable, and storytelling layer to the overall identity.



The navigation system is built on a modular “unfolding” concept. The app experience begins with a single line that expands into a frame for the map; as the user interacts with specific points of interest, additional frames open to reveal more detailed information. Having Wevi act as your location mark adds a humanistic, friendly layer to the digital experience, connecting the user directly to the community’s creative spirit.


[


EXPRESSO MARATHON


]


As one of the city's premier annual events, the Espresso Marathon draws massive crowds to the West Village. By partnering with the neighborhood's unique local coffee shops, this event invites visitors to embark on an unforgettable "caffeine journey." Proudly sponsored by the City of New York, this marathon celebrates community, culture, and the vibrant local coffee scene.
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