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May 02, 2017

Rebranding and Authenticity: How to Listen to Ghosts

Emily Lessard

About this video


Many designers have the opportunity to develop new brands, but so many of us are also asked to rethink and refresh existing brands. How to decide what to build on and when to start anew? How do we respond to legacy without being hobbled by it? Emily Lessard explores these questions and more from the lens of her branding work for cultural institutions and destinations, including rebrands for the Aperture Foundation, the Magnum Foundation and New York City.


Emily Lessard

Previously, Emily was the Creative Director at NYC & Company, the advertising and marketing agency for New York City. Here she led the company-wide rebrand—from look and feel, to voice and imagery—in web, advertising and print. Other key projects included the relaunch of; a city-wide icon set—made collaboratively with New York City agencies; and creation of the enormously popular “See Your City” brand. Her work has been published in AdWeek, Creative Review, Fast Company, It’s Nice That, The New York Times, Print Magazine and others.