The Brooklyn Navy Yard has long been a hub for industrial makers, shaped by its rich shipbuilding history. With a bigger vision to transform into a vibrant New York City neighborhood, the Yard sought to open its doors to the public with destination food halls, event spaces, co-working hubs, and the highly anticipated Wegmans grocery store. The rebranding effort aimed to bridge the Yard’s storied past with the new industrial renaissance, positioning BNY as the final corner of the Brooklyn Tech Triangle alongside Dumbo and the Brooklyn Army Terminal.

Brand Strategy, Verbal Identity