New Lab

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

Brand Strategy, Visual Identity, Organizational Website

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.

Project Credits

Project Team
  • Julia Zeltser
  • Margaux Le Pierrès
  • Jeanne Henry
  • Eric Fensterheim
  • Ambika Roos
  • Eric Wang
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