Brand identity for a new street cleaning corps rolling out to overlooked commercial areas in NYC’s five boroughs.

Clean City Alliance is a major philanthropic project to clean high-traffic commercial areas across the city, sponsored by the Mayor Eric Adams in partnership with the NYC Department of Sanitation (DSNY) and the Sanitation Foundation. Starting in Crown Heights and Bedford Stuyvesant, with a plan to expand to all five boroughs, Clean City Alliance sends dedicated cleaning teams to underserved business corridors year round.

Inspired by the people doing the hard work, we leaned into an iconic symbol of NYC neighborhood streets everywhere: the crosswalk sign. With a slight tweak, the crossing person became a street sweeper in action, creating a mark that feels both timeless and uniquely ownable. A “clean” and simple system puts the mark front and center, creating a memorable visual for the new project as New Yorkers begin to see the crews in action across the city.

“Every part of our city deserves to be clean—every street and every neighborhood,” said Mayor Adams. Keeping NYC clean improves the city for all of us, creating safer, healthier neighborhoods New Yorkers can be proud of.

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