Parsons School of Design

BFA Communication Design

Thesis 2015

Dahye Chang
Discover Newport
Dahye Chang
Discover Newport

Newport, NJ is one of the largest planned communities in the United States. It houses 30,000 residents in 9,000 apartments. It provides views of panoramic cityscape along the Hudson River and with complete access to both Manhattan and surrounding metropolitan areas. Despite the comfort of a vibrant local community and the convenient proximity to the city, does the current identity design of Newport reflects vibrant and diverse community that Newport is? Do people outside of New Jersey know about the community? The project is about developing a cohesive brand strategy and new identity system of Newport. The target audience is both Newport residents and non-Newport residents. The new identity of Newport will emphasize the essence of the community; diversity, vibrancy, convenience, and sustainability. Newport is a progressive community recognized for its diversity, innovation, sustainability, and livability. The new logo represents the letters N and P of Newport and it presents a full expression of Newport’s identity. The bold and colorful logo reflects creative, cultural, sustainable community of Newport. The new identity design of Newport will provide the flexible and future-focused image of the community. The goal is to reflect livability, sustainability, creativity, and vibrancy of the Newport that captures people’s eyes.

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