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New York's Best

Brand development for a used-car dealership located in Gowanus, Brooklyn. New York's Best shows a frank and realistic attitude about owning and driving a car in New York city, and encourages people to take the plunge and become part of the elite group of street-smart pricks who drive--and park--their cars on the streets of New York everyday. The brand all started with a book I wrote and designed called “How to Drive Like a New York Asshole.” This is a book that teaches you how to cut people off, how to double park, how wedge into tight spaces, and other useful tips for driving in NYC. Every car sale includes a gift box with branded material including the How to Drive book, a branded travel mug, keychains, and key hider, as well as some snacks and tchotchkes to keep in the car. Also included is an attitude-driven advertising campaign, again promoting the street-smart identity of New York's Best.

Project Roles
Art Director, Copywriter, Creative Director, Designer, Product Designer, Typographer, Writer
Skills
2D, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Art Direction, Copywriting, Creative Direction, Design, Editorial, Print, Traditional / Hand-drawn
Media
3D Printed Prototypes, Advertising, Book Covers, Books, Editorial Designs, Editorial Writings, GIFs, Illustrations, Logos, Murals, Naming, Packaging, Product Designs, Products - Physical, Typography
Project Industries
Advertising, Automotive, Packaged Goods, Retail
New York's Best
New York's Best
New York's Best
New York's Best
New York's Best
New York's Best