Beyond Sensational

I am proud to present new branding for the New York City Gay Men's Chorus designed in collaboration with Hieronymus. The new identity—inspired by the sights and sounds of NYC, 250 incredibly talented performers, and the concept of harmony—matches the Chorus’s musical spirit and impressive legacy.

Since 1980, NYCGMC has been a pioneer in the LGBTQ community; championing acceptance, individuality and of course, fabulous music. NYCGMC produces a vibrant sound with contagious energy that extends far outside the walls of a theater; and they needed an identity to match. The new ever-changing and flexible identity system is as diverse as the chorus itself, changing and configuring to match the unique tone of each event.

With such a diverse group of men at its core, the system needed to be beyond cliches. Beyond just being gay and male. Beyond stereotypes. It needed to be #BeyondSensational.

This rebrand took place from the ground up, and included naming strategy, branding, web, motion graphics, and brand architecture.

Client: New York City Gay Men's Chorus
Agency: Hieronymus
Brand Identity / Print Design / Web Design


Client: New York City Gay Men's Chorus
Agency: Hieronymus
Animation: Hieronymus
Art Direction: Chris Thomas, Julia Thomas
New York City, New York


Brand New, UnderConsideration (March 18, 2016)
Featured on AIGA Member Gallery (July 14, 2016)

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View brand and festival identity for another non-profit project, Hawaii International Film Festival.

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Scott Naauao
Branding, Design, and Art Direction