In May 2020, we launched our IGTV channel, New York Hustle, with all original content made by us. Social media was a way for us to understand our world across a broad range of subjects and other cultures.
Together with our team, we created a brand identity system with a functional aesthetic completely counter to any web-series channel to date. Instead of a slick and predictable web-series package, the solution was a branded system, utilizing blunt and reductive typography, colors, messaging, and motion.
It provided a blank canvas but also a way for us to break past the clutter and noise — to be human, curious, and imperfect.
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