The project was to create event collateral with a strategic roll out as the materials unfold. MAS NYC is an event held by the Municipal Art Society of New York. They deal with urban planning, urban design, sustainability and social diversity to promote the livability and resilience of New York.
The target audience is young adults who follow the latest trends and fashion, living in NY. Based on their habitual characteristic of seeking trendy spots, the concept is formation of the new trend. Dots(spots), which usually indicate locations on the map, are used as a key graphic element. Black dots, the future trendy places, are the result of the magenta dots, current hot spots, and the blue dots, new places, coming together.
The event collateral consists of 3 stages. First, people will see a promotional video on their phone after scanning a dot in a place like a coffee shop. Secondly, the video leads users to download an app. The app, where dots are floating around, is to inform users the event and to receive RSVPs. Lastly, a program designed for people at the event.