Being brought in during the production phase of the experience was ideal; it allows for the brand to take shape at the same time as the product does.

It also means building the plane in mid-flight!

It’s hard to decide on a name by looking at a list of words on a page. We find it helpful to start giving the most promising words physical shape by sketching out potential logotypes.

The global pandemic brought the project to a screeching halt. The New York tourism industry was decimated. Times Square was a ghost town.

As we, like the rest of the world, hunkered down and tried to keep our families safe, two things became became increasingly clear to us: our overwhelming love for this city we call home and that our name needed to capture the spirit of rebuilding this resilient marvel.

We determined the logo needed to do two things: be strong and bold, as well as draw from the tradition of neon-fueled Broadway entertainment.

The new brand extends to the interior of the experience, from wayfinding to messaging, and leans into the iconic vernacular of Broadway–NEON–in a fresh and dynamic way.