Olive was approached to develop a system that allowed New York City to sell co-branding to sponsors.
Olive developed a system based on the notion that the city could sell sponsors ownership of New York concepts, in the form of words. A visual system was developed to give each sponsor a visual mark for their concept. For example, a wireless provider could buy "WirelessNYC", and a fashion designer could buy "StyleNYC".
Olive created a system that provided New York City a true value added benefit to approach sponsors with that added equity to both the sponsor brand and the New York City brand.
