Citi // NYC Homecoming // Experiential // 2021

Strategy // Creative Direction // Art Direction // Design by Sarah Greenberg

New York City was uniquely impacted by the 2020 pandemic. Consider its density alone, not to mention its dependence on public transportation. The great thing about New York is that people show up for each other. Unconditionally. They wear the masks; they cancel parties and weddings, they bring groceries to their neighbors and give their tips to friends in need. And when it’s finally safe to gather again, THEY COME THROUGH.

With nearly 100 branches and over 40,000 Citibikes cruising it’s homebase, Citi was an shoo-in to host an impromptu ‘NYC homecoming’ event, and the activation was iterated and executed in less than 3 weeks.

To celebrate the resilience and individuality of New Yorkers from all five boroughs, we created the YOUniform Shop: a studio-inspired spot for attendees to design custom merch using New York-centric iconography. Artisans on site brought their designs to life via screenprinting and embroidery, and attendees could tap to donate to any of three NY-based support organizations while waiting to score their swag.