Founders Agency NYC were launching their campaign for their reimagination of the IHEARTNYC logo and partnered with Boys+Girls. The brief was to create a series of poster artwork to help them launch their logo to the market. Boys+Girls submitted 4 different artwork options for the posters, and in a field filled with international submissions, all four were chosen.
The first was a series which played off of the use of New York City history and architecture in classic B&W posters - while clashing the iconic heart within the logo to give them a more modern twist. This idea of a giant floating 3d heart was probably inspired from the designer, Maxi's childhood, who watched an unhealthy amount of Sci-fi movies. This inspiration was also combined with a nod to his own 'I Heart Dublin' series on Instagram and in prints featured in The Jamart Factory in Dublin
The second, illustrative approach, tied into the fact that reimagining the iconic “I love NY” logo by Milton Glaser, which was bold and unafraid of change, much like the city itself. It depicts the wonderful city of New York, this attitude and fierce independence in a similar spirit. Sure we know the Statue of Liberty, Times Square and Grand Central Station but what really makes New York City, New York City? The answer is the people. New Yorkers are known for being hard-workers, multitaskers, independent, purposeful, the list goes on. Not only do they love NYC, they are NYC. Going with an illustrative approach that reflects the artistry and craft that exists within the city, Faye the illustrator decided to draw the hands of real New Yorkers who ride the subway. From distractedly picking at their nails, lovingly holding a partner's hand, hurriedly writing a to-do list on their palm or resting their hands calmly on their lap you can really see the characters that exist within the city.
