Long known as the place to rest, rally and rendezvous, Union Square is a NYC icon. It’s an intersection of historic and progressive, a soapbox and shopping haven, a resident’s town square and a tourist’s not-so-hidden gem. When Union Square Partnership (USP) approached The Working Assembly to reimagine its brand, the goal was clear: Create an identity that could match the square’s many moods, modes and multitude of visitors. What emerged was a voice that doesn’t try to unify, but instead invites everyone to venture into the distinctive mix.
Capturing the Neighborhood
For us, this branding project was close to home. No, literally. Our office is located on 18th Street, which falls within the Union Square neighborhood. Before we were even briefed, we felt like experts. We soon realized that there’s so much more to this place than knowing the best spots to grab a bagel and coffee or where to host an impromptu happy hour (of which there are many that we promise not to gatekeep if anyone’s curious).
From lunch jazz to night markets. From public pickleball to free movie night. USP stewards an environment that makes it all possible. Once we had a full appreciation for all that USP does for the neighborhood, developing the tone of voice was a walk in the park, but we kept puns like that to a tasteful minimum.
Standing Out Among NYC’s Squares
Times Square. Washington Square. Dimes Square (IYKYK). With so many other well-known city squares, we had to carve out a distinct point of view and avoid language that felt generically urban. We developed a tone of voice that sounds less like a tour guide and more like a local doling out insider knowledge with pride.
Let the Square Speak for Itself
Union Square is a place with a neighborly spirit (don’t miss the farmers’ market), but with an unapologetic New Yorker edge (play a “friendly” game of chess there). There’s a steadiness that comes from two centuries of culture and an energy that comes alive in this space, which shapeshifts by the hour.
Lines like “offbeat, but not off the beaten path” started to unlock the pleasant tension between the familiarity and surprise of a place that hosts both protests and puppet shows.
USP’s voice isn’t about unity through sameness but the beauty of contrast. From “a martini one day, a market the next” to “the city center that’s a little off-center,” the copy balances real-world utility with an insider wink. No matter why you visit Union Square, these lines intrigue you to find another side of this neighborhood.
Final Word
This verbal identity wasn’t about inventing a voice as much as capturing the personality of a place with a highly distinctive character. A little bold, a little weird, always in motion. Just like the area itself. Union Square doesn’t try to be everything to everyone, but it does offer something for so many. The language follows suit. Because this square? It’s anything but.
CREDITS
The Working Assembly
Head of Creative: Jolene Delisle
Strategy Director: Chelsea Carlson
Associate Creative Director, Copy: Erik Poh
Copywriter: Veronica DiMeo
Senior Designer: Sabrina Saccente
Designers: Eda Bilgi, Erika Romanczuk
Brand Director: Jen Fisher
Brand Manager: Stuti Sukhani
Long known as the place to rest, rally and rendezvous, Union Square is a NYC icon. It’s an intersection of historic and progressive, a soapbox and shopping haven, a resident’s town square and a tourist’s not-so-hidden gem. When Union Square Partnership (USP) approached The Working Assembly to reimagine its brand, the goal was clear: Create an identity that could match the square’s many moods, modes and multitude of visitors. What emerged was a voice that doesn’t try to unify, but instead invites everyone to venture into the distinctive mix.
Capturing the Neighborhood
For us, this branding project was close to home. No, literally. Our office is located on 18th Street, which falls within the Union Square neighborhood. Before we were even briefed, we felt like experts. We soon realized that there’s so much more to this place than knowing the best spots to grab a bagel and coffee or where to host an impromptu happy hour (of which there are many that we promise not to gatekeep if anyone’s curious).
From lunch jazz to night markets. From public pickleball to free movie night. USP stewards an environment that makes it all possible. Once we had a full appreciation for all that USP does for the neighborhood, developing the tone of voice was a walk in the park, but we kept puns like that to a tasteful minimum.
Standing Out Among NYC’s Squares
Times Square. Washington Square. Dimes Square (IYKYK). With so many other well-known city squares, we had to carve out a distinct point of view and avoid language that felt generically urban. We developed a tone of voice that sounds less like a tour guide and more like a local doling out insider knowledge with pride.
Let the Square Speak for Itself
Union Square is a place with a neighborly spirit (don’t miss the farmers’ market), but with an unapologetic New Yorker edge (play a “friendly” game of chess there). There’s a steadiness that comes from two centuries of culture and an energy that comes alive in this space, which shapeshifts by the hour.
Lines like “offbeat, but not off the beaten path” started to unlock the pleasant tension between the familiarity and surprise of a place that hosts both protests and puppet shows.
USP’s voice isn’t about unity through sameness but the beauty of contrast. From “a martini one day, a market the next” to “the city center that’s a little off-center,” the copy balances real-world utility with an insider wink. No matter why you visit Union Square, these lines intrigue you to find another side of this neighborhood.
Final Word
This verbal identity wasn’t about inventing a voice as much as capturing the personality of a place with a highly distinctive character. A little bold, a little weird, always in motion. Just like the area itself. Union Square doesn’t try to be everything to everyone, but it does offer something for so many. The language follows suit. Because this square? It’s anything but.
CREDITS
The Working Assembly
Head of Creative: Jolene Delisle
Strategy Director: Chelsea Carlson
Associate Creative Director, Copy: Erik Poh
Copywriter: Veronica DiMeo
Senior Designer: Sabrina Saccente
Designers: Eda Bilgi, Erika Romanczuk
Brand Director: Jen Fisher
Brand Manager: Stuti Sukhani
Further Reading
