Work

New Lab

Branding a new hub for innovation and manufacturing in the digital age at the historic Brooklyn Navy Yards

Service
Brand Refresh
Capabilities
A minimalist geometric logo consisting of a hexagon shape divided by lines into smaller diamonds and triangles, creating a symmetrical, intricate pattern. The logo is black on a light grey background.

The real estate developer Macro Sea, together with a diverse array of private and public partners, acquired several structures on the campus of the historic Brooklyn Navy Yard on the East River. In a daring experiment called New Lab, the stakeholders are creating a collaborative workspace for small-scale designers and product manufacturers. By teaming up, these craftspeople and inventors can gain access to cutting-edge technologies like 3D printers, laser cutters and machine shop tools that few could afford on their own.

New Lab’s website is based on the theme of creating and manufacturing in a digital age. The visual language pays tribute to their 84,000 square foot facility, originally used to build battleships during the Second World War. The site is minimal and clean with its visuals, heightening the need for impeccable organization and architecture of content. Visitors to the site move seamlessly between understanding the history of the space, to learning about the companies hosted in the studio, and signing up for events and opportunities to engage.

A modern industrial building with large glass windows and a metallic roof on a sunny day. The structure is labeled "New Lab" and features a blend of contemporary and industrial design elements. People are walking and cycling near the building, lined with small trees.
A diagram with three hexagon icons: the first hexagon represents "Access to advanced 3D printing technologies," the second represents "Emphasis on biomimetic design solutions," and the last represents "New lab," indicating their combination.
A vertical banner hanging in an indoor atrium with a glass and metal roof. The banner features a geometric cube logo above the text "New Lab" in black. The atrium structure is contemporary, with glass panels and metal beams.
A flat lay of branded stationery including a gray notebook with a black geometric logo, two white pens, a USB flash drive, and a smartphone displaying a website on a mint green background.
A computer monitor displays a webpage with a section titled "About." The text describes a former 20th-century shipbuilding facility being converted into an 84,000-square-foot multidisciplinary space. A photo shows people working on a large sculpture. Headphones and a glass are beside the monitor.
A grid of icons paired with text labels on a light green background. Labels include Additive Tech, Robotics, Connected Devices, Energy, Industrial Design, Built Environment, Life Sciences, Nano Tech, Transportation, CNC, Laser, Physical Computing, Electronics, Metal, and Wood.
Three smartphones displaying different screens of an app. The first phone shows a member directory, the second shows information about meeting rooms and break-out spaces with an image of a kitchen, and the third displays past programming events for September 2019.
A modern stationery set on a dark background. It includes two sheets of letterhead paper with hexagonal geometric designs in the background and a minimalist logo and address at the top left. Also shown are two hexagon-shaped business cards with similar designs.
A laptop and a desktop monitor displaying the website of "New Lab," a multidisciplinary design and technology center located in Brooklyn Navy Yard. The website features a clean, modern design with sections for community news and project showcases.
A collage of webpage designs showcasing an industrial-themed website. It includes images of machinery, manufacturing areas, and team members. Text discusses historical and modern manufacturing, innovation, team bios, project descriptions, and event spaces.
Geometric, faceted vase with a hexagonal base and an embossed cube pattern at the bottom, displayed against a dark background.
A black tablet is displaying a webpage from "The Extrapolation Factory." The page includes text descriptions and images, one of which shows a miniature futuristic scene with tiny figures and equipment. The "Featured Work" section is visible at the bottom of the screen.
A laptop displaying a webpage with sections titled "Ground Report" and "Programming". The "Ground Report" section includes the headline "Space Robot Company Lands in Brooklyn Navy Yard" and a hexagonal image. The "Programming" section lists various event updates.

Project Credits

Client
Year of Completion
Issues
Services
Capabilities
Project Team
  • Julia Zeltser
  • Margaux Le Pierrès
  • Jeanne Henry
  • Eric Fensterheim
  • Ambika Roos
  • Eric Wang

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