Russell Design

Challenge
Two affiliated organizations: the Bryant Park Corporation and the 34th Street Partnership needed a document to help map their territory and help visitors find their way. Each location has its own distinctive style and tempo: Bryant Park a unique urban oasis with European charm and a lively cultural calendar; 34th Street a bustling retail center, and a shop-till-you-drop destination.

Solution
This was a textbook case in how client culture leads design in very different directions.

For Bryant Park we commissioned a fanciful illustrated map by William Cook that details every tree, light post, carousel and pigeon–a work of art worthy of the park. Classic typography and beautiful photos fill a 28-page guide to the parks history, activities and amenities.

The 34th Street counterpart celebrates retail richness with a wayfinding map and shopping guide that includes a 12-page directory of stores, restaurants, bars and more. Streetscape amenities and services provided by the organization are highlighted as well. Photos and text overflow the pages, just as people do the streets of this great neighborhood.

The cover of the Bryant Park brochure depicts the well used, but pastoral setting.

The illustrated map is keyed to all attractions and amenities.

In contrast, the cover of the 34th Street brochure shows crowds of eager shoppers.

The map and directory provide a wealth of practical information for visitors.