'NYC Service, the volunteering arm of New York City, was facing a growing problem of convincing New Yorkers to volunteer for their city. To cut through the New Yorker’s ever growing apathy towards volunteering we introduced “Good for you good for the city”, a new way to talk about volunteering that speaks to the slightly selfish side of New Yorkers. Inspired by public space, street signage, announcement posters etc. we created an eye-catching neon color palette to go with our messages. Simple, fun and iconographic line illustrations wrap around the copy playfully and support our statements.'
Illustration, Art Direction. Agency: Sid Lee NY
Illustration support: Christina Michelitsch, Asuka Kondo, Verena Michelitsch
Art Director: Brad Warsh
Copywriter: Michael Grosso
Creative Director: Dan Chandler