Recently Applied
A selection of our recent projects
The ABC of It:
Why Children’s Books Matter
The ABC of It
Lunch Hour NYC
City as Canvas
City as Canvas
Make it Fabulous
Make it Fabulous
Keep Calm and Carry On
Keep Calm and Carry On
Urban Bikeway Design Guide
Urban Bikeway Design Guide
Our projects
Cecil Beaton <br/><span class="sub">Museum of the <br/>City of New York</span>

Cecil Beaton
Museum of the
City of New York

Gabriel Orozco <br/><span class="sub">Museum of Modern Art</span>

Gabriel Orozco
Museum of Modern Art

The Mythic City <br/><span class="sub">Museum of the <br/>City of New York</span>

The Mythic City
Museum of the
City of New York

Eye On Europe <br/><span class="sub">Museum of Modern Art</span>

Eye On Europe
Museum of Modern Art

Thomas Demand <br/><span class="sub">PKM Trinity Gallery</span>

Thomas Demand
PKM Trinity Gallery

Blow-Up <br/><span class="sub">Distributed Art Publishers</span>

Distributed Art Publishers

Lillian Bassman <br/><span class="sub">Umbrage Editions</span>

Lillian Bassman
Umbrage Editions

Paris / New York <br/><span class="sub">Museum of the <br/>City of New York</span>

Paris / New York
Museum of the
City of New York

Sonia Delaunay <br/><span class="sub">Cooper-Hewitt, <br/>National Design Museum</span>

Sonia Delaunay
National Design Museum

C.Z. Guest <br/><span class="sub">Rizzoli</span>

C.Z. Guest

Fashioning Felt <br/><span class="sub">Cooper-Hewitt, <br/>National Design Museum</span>

Fashioning Felt
National Design Museum

On Becoming an Artist <br/><span class="sub">The Noguchi Museum</span>

On Becoming an Artist
The Noguchi Museum

Type Directors Club Annual <br/><span class="sub">Type Directors Club,<br/>Collins Publishing</span>

Type Directors Club Annual
Type Directors Club,
Collins Publishing

Poetics of Place <br/><span class="sub">Umbrage Editions</span>

Poetics of Place
Umbrage Editions

Aernout Mik <br/><span class="sub">New Museum for <br/>Contemporary Art</span>

Aernout Mik
New Museum for
Contemporary Art

THINK New York <br/><span class="sub">Rafael Viñoly Architects</span>

THINK New York
Rafael Viñoly Architects

The <em>Real</em> Republican Dictionary <br/><span class="sub">Ig Publishing</span>

The Real Republican Dictionary
Ig Publishing

Big and Green <br/><span class="sub">National Building Museum</span>

Big and Green
National Building Museum

Facing Fascism <br/><span class="sub">Museum of the <br/>City of New York</span>

Facing Fascism
Museum of the
City of New York

José Antonio Hernández-Diez <br/><span class="sub">New Museum<br/> for Contemporary Art</br>

José Antonio Hernández-Diez
New Museum
for Contemporary Art

Stephen Burrows <br/><span class="sub">Museum of the <br/>City of New York, <br/>Rizzoli</span>

Stephen Burrows
Museum of the
City of New York,

Noguchi | Graham <br/><span class="sub">The Noguchi Museum,<br/> and  Sculpture Garden</span>

Noguchi | Graham
The Noguchi Museum,
and Sculpture Garden

Living Inside the Grid <br/><span class="sub">New Museum</br>

Living Inside the Grid
New Museum

Design Like You<br/> Give a Damn 2 <br/><span class="sub">Architecture for Humanity,<br/> Abrams</span>

Design Like You
Give a Damn 2
Architecture for Humanity,

Only in New York <br/><span class="sub">Museum of the <br/>City of New York</span>

Only in New York
Museum of the
City of New York

The Green House <br/><span class="sub">National Building Museum, <br/>Princeton Architectural Press</span>

The Green House
National Building Museum,
Princeton Architectural Press

Lucien Freud <br/><span class="sub">Museum of Modern Art</span>

Lucien Freud
Museum of Modern Art

Dutch New York <br/><span class="sub">Museum of the <br/>City of New York</span>

Dutch New York
Museum of the
City of New York

Ansichts Sachen | Viewing Matters <br/><span class="sub">Richter Verlag</span>

Ansichts Sachen | Viewing Matters
Richter Verlag

Mayor John Lindsay <br/><span class="sub">Museum of the <br/>City of New York</span>

Mayor John Lindsay
Museum of the
City of New York

Artists & Prints <br/><span class="sub">Museum of Modern Art</span>

Artists & Prints
Museum of Modern Art

Joan Jonas <br/><span class="sub">Queens Museum of Art</span>

Joan Jonas
Queens Museum of Art

Arturo Herrera: You Go First <br/><span class="sub">Distributed Art Publishers</span>

Arturo Herrera: You Go First
Distributed Art Publishers

Cities from the Sky <br/><span class="sub">Thomas J. Campanella</span>

Cities from the Sky
Thomas J. Campanella

Noguchi: Master Sculptor <br/><span class="sub">The Hirshhorn Museum<br/> and Sculpture Garden</span>

Noguchi: Master Sculptor
The Hirshhorn Museum
and Sculpture Garden

Shoot the Family <br/><span class="sub">iCI independent <br/>Curators International</span>

Shoot the Family
iCI independent
Curators International

Guillermo Kuitca <br/><span class="sub">Hirshhorn Museum<br/> and Sculpture Garden</span>

Guillermo Kuitca
Hirshhorn Museum
and Sculpture Garden

The Contemporary Guesthouse <br/><span class="sub">Edizioni Press</span>

The Contemporary Guesthouse
Edizioni Press

FDA at Irvine <br/><span class="sub">Edizioni Press</span>

FDA at Irvine
Edizioni Press

New York Interrupted <br/><span class="sub">PKM Gallery</span>

New York Interrupted
PKM Gallery

Inconvenient Stories <br/><span class="sub">Umbrage Editions </span>

Inconvenient Stories
Umbrage Editions

A multidisciplinary design studio
“We are committed to working on projects that enrich communities, so we choose to work primarily with cultural and civic institutions. Many of our projects involve curators, artists, architects, urban planners and writers who have strong aesthetic or editorial visions, which we help interpret in smart and accessible ways.”
Paul Carlos, September 2011

“Our strength involves using interactional and contributory skills to create content-rich narratives, experiences and environments. We believe ideas that are both formally and explicitly articulated—and also embodied by design—appeal to and engage diverse audiences in more meaningful ways. Said another way, it is an approach to design that goes beyond surface. Our process draws on the content, context and goals of a project, and is informed by our knowledge of cultural and social histories and public policies.”
Urshula Barbour, September 2011

After clarifying each client’s particular goals through face-toface meetings, in-depth observations and self-initiated research, we start conceptualizing designs, establishing timelines, and exploring and presenting solutions. Client and user feedback enables us to develop and refine our ideas and specify requirements and materials. As our client relationships evolve, we learn their culture and can anticipate needs and preferences.Whether creating an identity, an exhibition, a publication, or a website, we devise integrated solutions that communicate ideas, all while sourcing sustainable materials whenever possible.
Urshula Barbour [coprincipal] is a designer, writer and educator. Her approach draws on a multidisciplinary background that infuses design with knowledge of anthropology, social history and public policy. Her work has received recognition from the AAM, AIGA and SEGD. Urshula teaches senior thesis at Parsons and has taught at CCNY and Cooper Union. In 2010 she volunteered as an advisory member of the Bronx High School for Visual Art CTE Self Study Group. Urshula has been a speaker for events at CFA/AIANY, Columbia University, NYU’s ITP program, NeoCon, Penn State, SUNY Binghamton, Tufts, Yale and Sotheby’s Institute. She has written for I.D. and Print magazines. Urshula holds masters degrees from the New School Graduate Faculty (where she explored the cultural and social construction of olfactory scapes) and from the University of Penn and a bachelors from The Cooper Union. Before founding Pure+Applied, she was a Center for Women in Government Fellow at SUNY, Albany. As a fellow, she researched and wrote about—and participated in community outreach efforts to support—food security and economic security in disenfranchised communities across New York State.
Paul Carlos [coprincipal] is a designer, educator, and typography enthusiast. He was formerly the art director of Interiors magazine and was a design associate at Design/Writing/Research and Donovan and Green. He has won numerous awards from the American Institute of Graphic Arts, The Art Director’s Club and Society of Environmental Graphic Design. After receiving a BFA from Cooper Union, he worked at Donovan & Green and Design/Writing/Research. He has taught typography, editorial design, and exhibition design at Parsons, The New School for Design, The Cooper Union and Maryland Institute. Paul has been a juror for the Society of Publication Designers and I.D. magazine and a guest critic or speaker for the AIGA, Columbia University Graduate School of Architecture, MICA, NeoCon, NYU’s Integrated Technology Program and Sotheby’s Institute.
Architecture for Humanity
Center for Architecture/AIA NY
Center for Jewish History
The Cooper Union for the Advancement of Science & Art
The Cooper-Hewitt, National Design Museum
David Nosanchuk
Friends of the Israel Museum
Guggenheim Museum
Hirshhorn Museum & Sculpture Garden, DC
Hudson River Powerhouse Group
Institute for Transportation and Development Policy
The Jewish Museum
Lower East Side Ecology Center
Museum of Modern Art, New York
Museum of the City of New York
National Association of City Transportation Officials
National Building Museum, Washington, DC
New York City Ballet
New York City Department of Design & Construction
New York City Department of Parks & Recreation
New York City Department of Transportation
New York Philharmonic
New York Public Library
Isamu Noguchi Museum
Parsons, The New School for Design
Princeton University
Prospect New Orleans / U.S. Biennial
Rafael Viñoly Architects
Rock & Roll Hall of Fame and Museum
Time Inc.
We would like to thank…

Peter Cooper—A Mechanic of New York, Donald Albrecht, Julie Lasky, Abbott Miller, Ellen Lupton, Luke Hayman, Scott Devendorf & The National, Ileen Gallagher, Patrick Clinton, Marc Sapir, Christina Grillo, Mark Lamster, Bennett Robinson, Giedre Gudzuite, Mike Liddy, Virginia Chow, Alanna Stang, Andras Szanto, Paul Makovsky, David Bright, Lyle Rexer, Kate Stohr, Cameron Sinclair, Annette Weintraub, Dan Cameron, Joanne Chew, Bill Drentel, Anthony Calnek, Charles Nix, Marc Blaustein, Hans Haacke, George Sadek, David Gissen, Day Gleeson, William Bevington, Rick Bell, Susan Rabbiner, Michael Stafford, Michael Glickman, Arthur Corwin, Andrew Hearst, Alice Greenwald, Sylvia Harris, Alfred Zollinger, Tina Hoerenz, Margaret Morton, Rosamond Fletcher, Martin Moeller, Cathy Frankel, Michael Bierut, Uwe Reinhardt, Steven McClenning, Hope Sweeney,

Margaret Chace, Monica Parks, Margaret Newman, Susan Braunstein, Dani Simons, Madeline Rogers, Wendy Feuer, Emily Suber, Anya Farquhar, Kenneth Allen, Aviva Weintraub, Nao Kato, Claudia Mark, Zita Szatmary, Luc Nadal, Mandy So, Carolyn Thomas, Mimi Jung, Karilyn Johanesen, Walter Hook, Adriana Warner, Ruth Beesch, Ben Edwards, Claudia Gunther, Jonathan Corriera, Ron Deutsch, Sandy DiPasqua, Melissa Feldman, Shelley Grossberg, Andrew Wiley-Schwartz, Jennifer Turner, Michael Donovan, James Hicks, Jeffrey Hance, Daniel Belasco, Gabriel Orozco, Susan Meyers, Marge Levin, Nan Richardson, Don Kunz, Nellie Gonzalez, Ina Saltz, Susan Henshaw Jones, Tom Mellins, Kathleen Letchford, Sarah Henry, Susan Johnson, Autumn Nyiri, Beth Compa, Eve Kahn, Alexander Bohn, Christopher Mount, Rudy Kolleck, James Wines, Keropetse Kgositsile, Wendy Fairey, Jim Miller, Alan Mann, Phillip V. Tobias, Deborah Heart & Lung, Shoofly, Martin Paddio & Monthly Review Press.

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