Flatiron/23rd Street Partnership Rebrand

The Gilded Lady: Mural by Tristan Eaton, Photo by Tatiana Stoliarova

Since 2006, the Flatiron/23rd Street Partnership has helped transform the bustling and diverse neighborhood we represent into a vibrant and shared place for residents, commuters, visitors, and an ever-growing business network, all of which are vital to the District’s and the Partnership’s future as its physical boundaries expand to include all of NoMad and extend to 20th Street and Sixth Avenue.

With the expansion finalized and the continued challenges presented by the pandemic, our stakeholders and audiences need our focus and resources now more than ever. Through a clear, compelling, and distinct brand positioning strategy and graphic identity, our organization is poised to tap into the expertise and energy of our stakeholders and activate the current and expanded service areas as one unified and unparalleled destination. Over 14 months, our staff and board worked with locally based and world-renowned branding and design firms Pentagram and LaPlaca Cohen to reimagine the look and feel of our organization and reintroduce it as the Flatiron NoMad Partnership. Our initial brand roll out includes images of the Flatiron Building, as well as NoMad’s iconic mural, The Gilded Lady, by renown artist Tristan Eaton. Through this fresh new brand, as vibrant and timeless as the neighborhood itself, we’re signaling to the City (and the world!) that this district is an epicenter of possibility.

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