This month, I’d like to highlight a branding and corporate visual identity project that stands out for both its mission and creative excellence.
Introducing our featured project of the month.
Taste of the Upper West Side – Project of the Month
by Shanty Sparrow
Project Background
Taste of the Upper West Side is a visual identity project created for a culinary tasting event held in New York’s renowned Upper West Side district.
The event shines a spotlight on the neighborhood’s vibrant food culture, bringing together more than 80 chefs from the area’s top restaurants.
Spanning two nights, the event draws over 3,500 attendees and welcomes new restaurants each year, serving as a hub for culinary entrepreneurs.
Without a doubt, this project has provided a significant economic and cultural boost for local residents and professionals.
The Design Concept
The visual identity for Taste of the Upper West Side is inspired by the idea that “cooking and baking are as much a science as they are an art.” With this as a guiding principle, Shanty Sparrow has crafted an abstract, minimalist visual identity.
Inorganic elements are arranged with precision, while organic elements are intentionally scattered to capture the artistic spirit of culinary creation.
This interplay between order and chaos within the same visual identity project creates a new harmony—mirroring the balance found in the kitchen.
Finally, it’s worth noting that this visual identity was honored with the 2019 Indigo Gold in Branding. Congratulations!
Conclusions
Projects like this demonstrate how graphic design and visual identity are essential to any contemporary event.
No ambitious, high-profile project can succeed without a strong, professionally crafted visual identity design.
In this case, the visual identity project for Taste of the Upper West Side earns top marks and joins our list of featured projects.
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