Rise Plaza in
Washington Heights

We joined forces with the Community League of New York—our community partner in the Neighborhoods Now initiative—urban planners, design strategists, and architects, to revitalize a business corridor that stretches down Broadway in the historic neighborhood of Washington Heights.

Scope
Research + Strategy
Visual Identity
Art Direction
Copywriting

Photography by Yael Malka

The Challenge

Neighborhoods Now is an ongoing pandemic recovery initiative organized by Urban Design Forum and Van Alen and funded by Wells Fargo. Over the course of a year, seven interdisciplinary teams collaborated to enliven public space, provide technical support to small businesses, and strengthen cultural activities.

Our objective was to develop a look and feel that the community could own. We needed to unify the businesses and provide supporting messaging by naming the public spaces without renaming Washington Heights. The messaging needed to tell the story of Washington Heights with a sincerity that respects the diversity of the neighborhood.  

The Process

We held a visioning session with the community members to hear their thoughts and feelings about the neighborhood and their vision for the plaza our partners were tasked to revitalize. Because the stakeholders were overwhelmed with running their businesses and organizations, we relied on this meeting and the existing questionnaires and surveys to draft our messaging and brand strategy to present back to the Community League of New York team and our partners as a phase one for branding the plaza. When the project moves forward, we will work with the community to refine the brand.

“We want to establish a vision for Washington Heights that’s rooted in our rich culture and spirit, and will help all its residents grow and thrive.”

—Yvonne Stennett, CLOTH

The Story

Washington Heights is the home of immigrants. Irish, Armenian, Jewish, African American, Cuban, Puerto Rican, and Dominican populations have all planted roots here. They’ve built the businesses. Their advocacy groups have lifted the community. The land—home to the highest natural point in Manhattan—rises in Washington Heights.

Our plaza pays tribute to the people who make up the neighborhood and their energy. It pays tribute to the work of business owners, longtime residents, neighborhood activists, churches and synagogues, cultural organizations, and business leaders for what they’ve put into the neighborhood. 

We celebrate those actions big and small, raising them up as the things that give meaning to a place, a community, a life. Washington Heights is a place where people not only live together, but they rise together. 

Greatness Rises in Washington Heights

Rise Plaza, Build Park, Lift Square: Additional public spaces will be named with these actions words, which are inspired by the spirit of the community; the essence of a growing, evolving neighborhood; and respect for all who comprise it and its past.