Exchange Place Alliance
Developing a recognizable brand for an iconic section of Jersey City
Located along the Hudson River waterfront, Exchange Place is a central and historic hub within one of the most diverse cities in the U.S. As the district’s Special Improvement District (SID), the Exchange Place Alliance leads with a mission to enhance the area's livability through infrastructure investment, placemaking, and community programming.
With a focus on capital improvements, beautification, and activation, the Alliance needed a brand that could unify its efforts across public space, events, and citywide advocacy—while remaining approachable to residents, businesses, and visitors alike.
Challenge
Develop a brand that feels both civic and personal, grounded in Jersey City’s identity, and capable of unifying everything from public art to policy advocacy.
