In a rebrand that puts community front and centre, strategic creative agency The Working Assembly has crafted a new identity for Union Square Partnership that captures the spirit, grit, and character of downtown New York while offering a blueprint for placemaking in a digital age.
Union Square Partnership (USP) has unveiled a new brand identity created by The Working Assembly, as part of a broader mission to reinvigorate one of New York’s most iconic districts and position it as a cultural and commercial force in the city’s post-pandemic landscape.
The rebrand comes at a time when urban districts across the globe are rethinking how they attract footfall, foster community, and compete with the pull of online life. For Union Square – long known as a civic crossroads and hub of activity – the challenge was to unify its voice and better reflect its evolving purpose.
“The new branding marks a pivotal moment for USP as it sharpens its mission to foster economic growth, enhance community life, and ensure Union Square remains a vibrant cultural hub,” says Victoria Ortiz-Russell, Director of Marketing and Events at USP.
The Working Assembly was tasked with developing a brand that could bring cohesion to USP’s communications, reflect the character of the neighbourhood, and engage audiences ranging from residents and businesses to visitors and city officials.
“Union Square is the beating heart of downtown, full of energy, contradictions, and character,” says Jolene Delisle, founder of The Working Assembly. “We wanted the brand identity to reflect that pulse.”
That pulse is now channelled through a refreshed identity system that combines a refined wordmark with a bold colour palette, dynamic typography, and bespoke illustrations that capture the area’s multicultural personality. The system is designed to be flexible, scalable, and rooted in place, stretching across everything from lamppost banners to digital assets.
“It’s a new language that helps us connect more meaningfully with our community,” Victoria says.
Alongside the visual assets, The Working Assembly also delivered a complete brand strategy and verbal identity, giving USP a clearer way to articulate its values and communicate its impact. The rebrand brings clarity and cohesion to a previously fragmented set of messages, helping USP speak with a stronger and more consistent voice.
A key insight driving the work was Union Square’s role as a connector and a physical space that bridges commerce, culture, and community in one of the world’s busiest cities. The identity leans into that position while avoiding the trap of trying to be everything to everyone. Instead, the strategy focused on specificity: highlighting the unique quirks, energy, and people that make Union Square what it is.
It also helped that The Working Assembly didn’t have to look far for inspiration – their studio is based in Union Square itself.
“Our studio is based in Union Square, so this project feels personal,” Jolene adds. “One of our core focuses is to help brands evolve to realise their full potential. The fact that we can do this with a brand we’re in touch with every day is extra special.”
The result of the collaboration is a brand that doesn’t just polish the surface but provides a framework for long-term community engagement and place-based storytelling. It’s colourful, characterful, and confident, just like the square itself.
“This rebrand helps us better communicate who we are, what we stand for, and the impact we’re making,” Victoria says.
For other neighbourhoods and civic districts navigating similar questions about identity, footfall, and relevance, USP’s transformation offers a compelling case study. It shows that with the right creative partner and a little local insight, place branding can be more than just banners and buzzwords.
