Under Brand and Identity

The New York City subway is more than a transit system—it’s a vibrant cultural stage. Each year, over 350 performers turn stations into living theaters, presenting more than 12,000 performances across 40 locations. Inspired by this energy, I developed an interactive type system that allows people to engage with and “play” with the music they encounter underground. Alongside this, I created a visual identity that reflects the rhythm, motion, and urban character of the subway. During my daily commutes, I observed how sound traveled through the tunnels—tiled walls and enclosed spaces naturally reflected and amplified performances, turning the subway into an immersive “underground theater.” This led to the question: how can architecture and sound inform design? At the core of the identity is the custom variable typeface from the interactive type system that embodies the city’s rhythm and the fluidity of sound. Inspired by diagrams of acoustic propagation, the type system visually interprets how sound ripples through subway tunnels—expressing both motion and the grit of New York performance. The design integrates the original subway color palette, layered patterns inspired by sound waves, and photography of performers to celebrate individuality and diversity. Together, these elements capture the energy, resonance, and movement of the subway’s artistic culture, paying tribute to the performers who bring it to life.