Hudson Square

Hudson Square

Redefine The Category

Redefine The Category

DON’T YOU DARE CALL IT SOHO

DON’T YOU DARE CALL IT SOHO

A Little Background

Hudson Square is a small Manhattan neighborhood just north of Tribeca. It’s positively bursting with creative companies like Google, Disney, and about a dozen ad agencies. The problem is that barely anyone knows it’s a distinct neighborhood, with most New Yorkers identifying it as Soho or West Village. So, the Hudson Square BID (Business Improvement District) called on their neighborhood agency, Six+One, to fully brand and placemake Hudson Square, while making people proud to work here.

The Mission

Brand “Hudson Square” as the best neighborhood in Lower Manhattan for young creative professionals to work and live. 

The Insight

This neighborhood hosts one of the largest populations of talented young creative professionals in New York City. These employees are internet natives who speak in colloquial, sarcastic, and cheeky language with their friends and colleagues. In other words, they are funny.

A Little Background

Hudson Square is a small Manhattan neighborhood just north of Tribeca. It’s positively bursting with creative companies like Google, Disney, and about a dozen ad agencies. The problem is that barely anyone knows it’s a distinct neighborhood, with most New Yorkers identifying it as Soho or West Village. So, the Hudson Square BID (Business Improvement District) called on their neighborhood agency, Six+One, to fully brand and placemake Hudson Square, while making people proud to work here.

The Mission

Brand “Hudson Square” as the best neighborhood in Lower Manhattan for young creative professionals to work and live. 

The Insight

This neighborhood hosts one of the largest populations of talented young creative professionals in New York City. These employees are internet natives who speak in colloquial, sarcastic, and cheeky language with their friends and colleagues. In other words, they are funny.

We began by branding the most omnipresent and important elements in the neighborhood - the trash cans. Using the impossible-to-ignore combination of berry magenta and sunny yellow, we catch passersby attention and then reel them in with a snarkily funny trash-based headline. These proved such a success that other neighborhoods have started labeling their bins with similar (though not as funny) headlines.



Then, we extended this style and tone to every lamp-post banner in the area. Since many workers don’t realize they’re working in Hudson Square, we decided to remind them that “This is Hudson Square” while poking fun at surrounding neighborhoods.

For Hudson Square’s social channels, we created a new set of social media icons along with versatile templates to brightly highlight the incredible restaurants, amazing green spaces, and events happening throughout the year.

For our phone-obsessed community, we had to lean into video-first content, we created our own loopy on-the-field reporter who would demonstrate some of the best parts of the neighborhood with our signature, offbeat sense of humor

Get the vibe yet? Well, just for good measure, we shot and produced a deliciously campy QVC-style video celebrating the achievement of the Hudson Square BID over the past year. Premiering at the Hudson Square Annual Gala, the audience of local businesses and employees could not get enough of Randi and Cindeeee (not a typo).

A Full Service BRANDING, ADVERTISING,
PRODUCTION Agency  

Give us a Shout 

eric@sixplusone.com


How can Disruption For Good

work for you?

Copyright ©2024 SIX+ONE

A Full Service BRANDING, ADVERTISING, PRODUCTION Agency  

Give us a Shout 

eric@sixplusone.com


How can Disruption For Good work for you?

Copyright ©2024 SIX+ONE

A Full Service BRANDING, ADVERTISING, PRODUCTION Agency  

Give us a Shout: eric@sixplusone.com

How can Disruption For Good work for you?

Copyright ©2024 SIX+ONE

A Full Service BRANDING, ADVERTISING,
PRODUCTION Agency  

Give us a Shout 

eric@sixplusone.com


How can Disruption For Good

work for you?

Copyright ©2024 SIX+ONE