A cohesive identity program for Steinway Astoria Partnership, the business improvement district that manages Steinway Street and
promotes the district as a vibrant shopping area in
The logotype is reminiscent of vernacular retail
signage from the mid-20th century. The tagline “Something for Everyone”
is supported in a streetscape campaign with whimsical illustrations by
noted illustrator Laurie Rosenwald
. The goal was to develop a visual language which made reference to the past while looking forward to the future.