Case Study:

Logo & Environmental Signage

Shifting NYC is a boutique massage & movement studio.

Fred, the owner and lead practitioner, wanted to convey his philosophy and life experiences into the studio. Prior to landing in Manhattan, he was a professional climber in South America, and began his mobile life in Rio de Janeiro

We defined his practice as a curated and variable experience, much like life. Through Wordplay, the word "shifting" rang true to the constant and ever-changing now.

Once Shifting NYC was found, we moved onto the logo. The color and perspective of the logo express dynamism of movement and integrity. 

The next move we made was the environmental component. We created a resourceful and beautiful solution to share his belief that movement is everything - "Movement is Ageless."

“Do not be assertive, but adjust to the object, and you shall find a way around or through it. If nothing within you stays rigid, outward things will disclose themselves. 

Empty your mind, be formless. Shapeless, like water. If you put water into a cup, it becomes the cup. You put water into a bottle and it becomes the bottle. You put it in a teapot, it becomes the teapot. Now, water can flow or it can crash. Be water, my friend.”

- Bruce Lee