Recently opened with great fanfare, City Point is the largest food, shopping and entertainment destination in the center of downtown Brooklyn. The 1.8 million square foot mixed-use development is poised to dramatically transform the area. Pentagram’s Michael Gericke and his team designed a bold Brooklyn identity for the project, including its brand positioning, advertising, signage and large-scale environmental graphics.
The identity is focused on the declaration — BKLYN BORN — celebrating the project’s local engagement. The Pentagram team shaped the program to express Brooklyn’s diversity and inclusiveness. “This is truly a project that is ‘By Brooklyn and for Brooklyn,’” says Gericke, who has been a resident of the borough for over thirty years.