NY is the safest big city in the world. But after the death of Eric Garner, the NYPD faced an uphill battle keeping and building trust from the community. So TGM helped the NYPD brand and launch the “Build the Block” campaign.
- Lead Designer
Appealing to the city. Connecting the NYPD program.
It was important to the NYPD that this brand reflect the there agency without the authoritative image. We advised against the use of a badge logo, which to some, can conveys a negative vibe. Since it was called “Build the Block” we used the map pin symbol to denote location, we used the square lock up to convey “block” and the city of NY to convey…well… NYC 🙂