Flatiron NoMad

Flatiron NoMad Partnership is the Business Improvement District located just south of Midtown Manhattan, one of the city’s most iconic and storied neighborhoods.

In 2022, the BID expanded its footprint to include the NoMad neighborhood and brought in Pentagram to help reposition and reintroduce the district as one unified destination. I led the creative direction and design from the ground up, including naming strategy, brand identity, and the full visual system.

The core challenge was finding a way to visualize the merger of two distinct neighborhoods while capturing what makes the area feel quintessentially New York. The district brings together old and new, uptown and downtown, iconic architecture and open space, culture and commerce. That tension became the creative idea, expressed in the new tagline “Where New York meets New York” and a graphic language built entirely around the concept of connection.

  • The logo links “Flatiron” and “NoMad” with the diagonal and vertical lines of the “N”s, creating a connection reflective of the district’s infamous intersection between Broadway and 5th Ave.

    These lines extend to create ligatures between words and other brand expressions, as well as more circuitous routes that suggest wandering around the neighborhood. 

    The Flatiron building and the Gilded Lady Mural are two of the district’s most popular and recognizable attractions. They are used throughout the identity system to represent the two neighborhoods and serve as inspiration for the brand’s colors and iconography.

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  • Throughout the streets and plazas, multi colored banners, posters, bollard covers, and more, mark the district boundaries and announce the BID’s new identity.

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  • Website:
    The Flatiron NoMad website brings the identity system to life with dynamic typography and large fields of color. The website development by Kudos.

    Social media:
    The social media icon features the Flatiron building, as opposed to the logo, because of its star power and immediate recognition with visitors tagging their photos online.

    Annual report map:
    To emphasize and celebrate the BID’s expanded footprint and new identity, we created a gatefold map that highlighted the district’s attractions.

Project credits

Creative and art direction: Delta Murphy
Partner: Michael Bierut, Pentagram
Project management: Abby Matousek
Design: Sakinah Bell

Brand strategy: LaPlaca Cohen
Website design: KUDOS
Music and sound: Jacob Rosati
Gilded Lady Mural: Tristan Eaton
Photography: Tatiana Stoliarova, Arnab @img.man