A quick commute from Manhattan, East Orange is stepping into its own spotlight — a city buzzing with small business, art, and culture ready to be seen.

Alongside Dave Quintiliani at Jam Sandwich, we built a brand identity that captures that momentum — vibrant, confident, and unapologetically East Orange — as the city carves out its own place on the map.

A city brand has more owners than any other kind. Departments, business districts, the parks program, the police, every one needing a version that's theirs without breaking the whole. So we built a system with room in it: a flexible mark, a type and color palette that holds up in print and on a bus shelter, and guidelines specific enough that someone in a city office can produce a flyer next year without calling anyone. The OOH was the test. If it reads at 40 mph, it reads anywhere.