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We worked closely with HWKN and the Blue Onyx client to develop a new brand narrative for the 24-1/2 Van Houten complex in Paterson, New Jersey. Repositioned as a catalytic innovation district, we develped the name, brand strategy, visual identity and wayfinding to reflect the district’s entrepreneurial spirit, while also presenting an image of a vibrant and equitable future.

Blue Onyx Management.
Paterson, New Jersey, USA, 2020.
Strategy, Visual Identity, Wayfinding, Event Design.


Paterson Rising.


Our story is America's story.

And through our ups and downs,

We continue to rise.

And today,

We're writing the next chapter in Paterson's story.

Connecting the past to the future.

Re-imagining Paterson's rich entrepreneurial legacy.

And building a vibrant and equitable urban future.

This is 24+

Paterson's newest development:

Bringing together creativity and culture.

To drive value and change.

Giving our neighbourhood -

And Paterson -

a new identity,

a font of activity,

and a unifying spirit.

We are Paterson.


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