With over 369,000 jobs, more than 2,000 AI startups, and a tech sector contributing 10% of the city’s GDP, New York is home to one of the most powerful innovation economies in the world. Tech:NYC, a coalition of tech leaders focused on fostering and celebrating that ecosystem, partnered with us to launch Obviously NYC—a brand that makes a clear case for building here. In this city, tech isn’t operating in a silo or confined to a single neighborhood. It’s woven into every major industry, in the one place where they all intersect.

We created a brand with the confidence and vibrancy of the city itself. The identity pulled from classic NYC cues—Lady Liberty green, Staten Island Ferry orange, Warm Concrete gray—and copy that commands attention. Hyper-local out-of-home maps real companies to real neighborhoods, connecting the dots between block and business. Rolled out across digital and IRL touchpoints during New York Tech Week, the campaign is energizing the city’s growing tech community and affirming what’s been true all along: if you want to build the future where it matters most, it’s Obviously NYC.