credits – creative director: Ian Grody – design director: Matthew Silverman – designer: Skye Genesis – agency: Giant Spoon
![](https://cdn.myportfolio.com/d8c1eedb-68b0-4a5e-a62c-e32aa0b6c57d/e28eca64-478a-427e-9858-d76fc423b8b8_rw_1920.png?h=8f03c289f7484c034fb30b0ebc96c2cd)
![](https://cdn.myportfolio.com/d8c1eedb-68b0-4a5e-a62c-e32aa0b6c57d/cf6b4b7f-3094-4646-be9c-7998d81e3572_rw_1920.png?h=11624746b881806cae7074aaf5829bc3)
![](https://cdn.myportfolio.com/d8c1eedb-68b0-4a5e-a62c-e32aa0b6c57d/c5523561-147b-4bd6-a687-cfcbbb471e6d_rw_1920.png?h=fc13cadb649e31c72044ea929eb95d5b)
![](https://cdn.myportfolio.com/d8c1eedb-68b0-4a5e-a62c-e32aa0b6c57d/04c856a4-6dc0-4d2b-a299-a731a4cbd640_rw_1920.png?h=cc350674e36ca6f738c89bb714afe7ec)
![](https://cdn.myportfolio.com/d8c1eedb-68b0-4a5e-a62c-e32aa0b6c57d/561504ac-cab7-416c-ad7c-b24709fd2b1f_rw_1920.png?h=2cf49a0440dc8046d3fe02513b950655)
![](https://cdn.myportfolio.com/d8c1eedb-68b0-4a5e-a62c-e32aa0b6c57d/4e29ac27-74c2-4233-8a8f-ef7c61df7a8c_rw_1920.png?h=4508a9d42823953d29fa84ce6717da06)
For a brief moment before the project was put on an indefinite pause, we worked with the state of New York to create a new catch-phrase to replace the iconic I HEART NY.