Water Street Pilot Program

New York City Department of Transportation

Pure+Applied worked with the NYC Department of Transportation to brand a pilot program to improve the pedestrian experience on Water Street in Manhattan’s Financial District. With this project, DOT sought to enhance the streetscape and enhance the pedestrian environment while reorganizing traffic flows to improve safety. Crosswalks were shortened, new pedestrian spaces were created, curb usage was assessed to maximize efficiency, and connections to the waterfront were enhanced. DOT worked closely with the Business Improvement District to launch these changes, and they wanted to brightly demarcate the new spaces they were activating. As part of our design work, we created the “W” in the Water Street identity from the shapes of ships’ curves to harken back to Water Street’s history as the original riverfront of Manhattan Island.

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