My Role
Collaborated weekly with stakeholders and Hornblower Cruises’ NYC Ferry marketing team to establish the brand’s identity. Led efforts across print and digital ads, mapping, uniforms, signage, color palette, typography, and graphics, creating a cohesive transit brand for the NYC waterway.

The Challenge
NYC Ferry was not just a new brand—it aimed to reinvent ferry commuting by creating a fun, relaxing, and accessible experience for both daily riders and tourists. The goal was to market effectively across all demographics while ensuring cost-efficient, inclusive, and adaptable advertising campaigns that could be updated weekly.

Additionally, NYC Ferry required a completely new waterway map system to highlight every ferry route. As a transit map, it needed MTA approval and had to adhere to strict technical guidelines, including the selection of unique route colors that distinguished NYC Ferry from existing MTA services. The approval process was rigorous, requiring multiple revisions and extensive collaboration with MTA engineers.

The Solution
To meet these challenges, I worked closely with stakeholders, the NYC Ferry marketing team, and MTA engineers to ensure every aspect of the brand and transit system met both functional and aesthetic requirements. I developed a cohesive branding strategy across digital and print media, including signage, advertisements, uniforms, and graphics, making NYC Ferry an instantly recognizable part of the city’s transit ecosystem.

For the waterway map, I meticulously followed MTA guidelines while creating a user-friendly design that clearly communicated routes and accessibility. After nearly a year of refinements and approvals, the final map was successfully implemented and remains in use today. While the process was highly technical, it stands as one of my proudest accomplishments as a designer, and the NYC Ferry project as a whole was an incredibly rewarding experience.