Jenna Witzleben

Flower District Brand Identity

NYC FLower District

How can we revive the Flower District in NYC to be a hub for sustainable design?


SVA Continuing Education

Fall 2018

Brand strategy, Brand design

fd mood for web.jpg

As part of a continuing education course at the School of Visual Arts, I created a conceptual brand identity for the Flower District in NYC. The Flower District is an area on 28th Street between 6th and 7th Avenues. This micro-neighborhood has a rich history as a bustling hub for the floral design trade, but recent commercial developments and the rise of several hotels on the block has put a strain on the district and the business owners there.

Through this branding project, I aimed to revive the Flower District, supporting the existing businesses and augmenting their presence through the development of new flower-related businesses and programmatic spaces. The goal of this project was to create a forward-looking hub - re-positioning the Flower District as a place that celebrates the role of flowers as a sustainable and biodegradeable material for arts and design projects in the future.

Brand pillars

Brand pillars

Project vision

Project vision


This goal and brand pillars served as the basis for the logo design and visual identity system. This brand is all about creativity and experimentation, balancing experienced artistry with spunk and youthfulness.


The visual system expands on the “collage” motif in the logo, using the abstract forms (solid, outlined, or with photography) as components of supergraphic collages with flexibility and room for experimentation across different media and applications.


The visual system overview outlines the various aspects of the brand identity system, including the bright floral-inspired color palette, a modern yet playful typeface, imagery references, ‘craft paper’ texture, and guidelines for applying the collage motif.

As a bonus track, I considered how this re-branding might extend into public policy and urban planning. Inspired by NYC’s Privately Owned Public Space zoning initiative, I imagined a similar policy specific to the Flower District, where all hotels and luxury commercial development on this block would require the provision of public space in alignment with the goals of the district, such as a public arts studio space, indoor gardens, pop-up herbalist consultations, etc. The diagrams below showcase some ideas on the allocation of space in the district, including both existing floral shops and new business and program ideas.