New York City Gay Men's Chorus

  • Beyond Sensational
    Naming Strategy, Branding, Web, Motion, Brand Architecture
    Hieronymus & Scott Na‘auao are proud to present new branding for the New York City Gay Men's Chorus. The new identity—inspired by the sights and sounds of NYC, 250 incredibly talented performers, and the concept of harmony—matches the Chorus’s musical spirit and impressive legacy.

    Since 1980, NYCGMC has been a pioneer in the LGBTQ community; championing acceptance, individuality and of course, fabulous music. NYCGMC produces a vibrant sound with contagious energy that extends far outside the walls of a theater; and they needed an identity to match.  The new ever-changing and flexible identity system is as diverse as the chorus itself, changing and configuring to match the unique tone of each event.

    With such a diverse group of men at its core, the system needed to be beyond cliches. Beyond just being gay and male. Beyond stereotypes. It needed to be #BeyondSensational.

    This rebrand took place from the ground up, and included naming strategy, branding, web, motion graphics, and brand architecture.
  • Proposed business cards for Chorus staff
  • Branding extended to collateral for one of NYCGMC's big yearly shows: Big Gay Sing
  • Rebrand included a fully-responsive websiteView it here, at
  • An example of how brand elements come together to create the final artwork
  • Client
    Agency: Hieronymus
    Art Direction: Chris Thomas, Julia Thomas,
    Design: Scott Na'auao, Chris Thomas, Julia Thomas
    Animation: Hieronymus
    Naming Strategy, Branding, Web, Motion, Brand Architecture