NYC DSS Brand Identity & Style Guide
Brand Identity, Design System & Public Sector Communication
A comprehensive brand system designed to unify visual communication across New York City’s Department of Social Services programs and platforms.
Role: Brand identity design, visual system development, typography, layout design, and style guide creation
Tools: Adobe Illustrator, InDesign, Photoshop
Overview
The New York City Department of Social Services serves millions of residents through a wide range of programs. This project developed a unified visual identity system to create clearer, more consistent communication across materials and platforms.
Challenge
Communication across programs lacked visual consistency, making information harder to recognize and navigate. The goal was to create a system that could scale across multiple departments while remaining clear and accessible.
Strategy
The design system focused on clarity, accessibility, and scalability. A consistent set of typography, color, and layout guidelines was developed to ensure materials feel unified while remaining flexible across formats.
