As one of the largest food and entertainment centers in New York City with more than 40 vendors, Dekalb Market Hall reflects the cultural and ethnic diversity of the borough we call home: Brooklyn. We were tasked with building the brand from the ground (in this case, basement) up.

Personality and community were immediately identified as crucial parts of the story, a marriage of New York City’s long history of culinary authenticity and its contemporary standing as a trendsetter. Starting with a deep dive into the food culture of the five boroughs, we put together imagery and messaging that pays sincere homage to what has always made NYC cool: the brilliant diversity of people who call it home.