NYC Dept. of Design & Construction

Branding, Motion

The New York City Dept. of Design and Construction builds and maintains the buildings and infrastructure that keep one of the world’s greatest cities functioning. However, as in many large bureaucracies, many employees were disconnected from a sense of the importance of their work. With the arrival of a New Commissioner, we undertook a brand refresh, starting with the pride and morale of the employees.

We developed the tagline “Building for You” to focus directly on the benefits of the agency’s work for the people of NYC. In this video, we interview actual employees about the larger themes they truly feel they are building toward. The resulting video perfectly addressed the emotional needs of the workforce, and has been a touchstone of the new Commissioner’s revitalization strategy.