This project reimagines the 2028 Summer Olympics as if it were hosting in New York City, creating a visual identity that celebrates the city's bold character, cultural diversity, and history. Inspired by New York's landscape, the identity is anchored by Timmons NY, whose forms evoke the city's architecture and energy.

The visual language extends into a custom pictogram system inspired by New York's pedestrian crossing signals, transformed into the infamous Olympic event pictograms. Beyond establishing a brand, the identity celebrates New York's cultural heritage by encouraging visitors to experience the city beyond the Olympic venues.

The project also explores the complete Olympic guest experience through Hunt for Gold, a gamified scavenger hunt that rewards exploration with collectible mascot stickers inspired by each borough. By translating New York's typography, streetscape, and multicultural identity into a unified Olympic brand system, the project demonstrates how visual identity can transform a global sporting event into an authentic, place-driven cultural experience.