I equipped Good People NYC™ with a friendly brand identity using light, soft colours and approachable brand elements. I used iconography such as the smiley and hearts to convey a sense of New York spirit, alongside a welcoming image. The typography and design choices were all backed by the thought of ensuring that any member of the community, or passer by, was comforted and at ease. Good People NYC™ provide the space for people to grow, learn and unwind, their new brand matched that vision.