September 21 marked National New York Day, a moment to celebrate the state and city that shape so much of who we are. As a New York–based firm, Via Collective is proud to contribute to the energy, diversity, and culture that make this place unlike anywhere else.
Our work here is more than projects on a map—it’s about helping people connect to the spaces and communities around them. From cultural institutions and educational campuses to transit hubs and neighborhood destinations, our wayfinding and design strategies are rooted in enhancing how people experience New York every day.
Designing Clarity and Connection Across New York
In honor of National New York Day, we’re excited to highlight some of our projects that reflect the creativity and collaboration that drive our work.
Penn Station Critical Improvements, New York, NY
Launched in 2019, the Penn Station Critical Improvements project included a new 33rd Street entrance and a full renovation of the LIRR Concourse. Via Collective led the wayfinding strategy and design for both phases, including landmark signage at the new entrance. The expansion of the concourse improved passenger flow and allowed for signage to be perpendicular to the path of travel which impacted visibility. Distribution of departure board information reduces crowding which enhances safety, and improves passengers ability to navigate easily and creates a consistent visual identity across the station. This project was awarded Gold in the 2023 Transform Awards North America for Best Wayfinding or Signage.
Randall’s Island Park, New York, NY
This vibrant 500-acre park welcomes millions of visitors each year. Via Collective worked with the Randall’s Island Park Alliance and other city agencies to create a cohesive wayfinding system that makes it easier for pedestrians, cyclists, and drivers to navigate. The program includes branded signage, gateway markers at key entrances, maps that highlight destinations, transportation options, and seasonal programming — helping visitors enjoy everything the park has to offer.
Grand Central Madison, New York, NY
The new LIRR terminal, stretching from 42nd to 48th Street below Madison Avenue, serves approximately 160,000 daily riders. The extension helps reduce congestion at Penn Station, transfers at Jamaica, and overcrowding on the 7 subway line. Via Collective developed the wayfinding and signage program, adapted from the original Grand Central signage, including 24 sign types across informational, directional, electronic, and ADA categories — making navigation easy and intuitive for all passengers. Grand Central Madison was awarded UNESCO’s 2024 Prix Versailles Interior Award for World’s Most Beautiful Passenger Station.
NYU Martin Scorsese Virtual Production Center, Brooklyn, NY
The NYU Martin Scorsese Virtual Production Center (MSVPC) is a cutting-edge, 45,000 SF production facility at Industry City in Brooklyn. It features a virtual production stage, soundstage, TV studios, labs, and training spaces — all supporting hands-on learning in the emerging field of virtual storytelling. Via Collective developed the signage, wayfinding, and environmental branding for the MSVPC. Using bright graphics, immersive wall treatments, and illuminated lettering inspired by the tools of filmmaking, the design brings energy and clarity to the space while reinforcing the creative spirit of the next generation of storytellers.
Public Prep Charter Schools – Girls Prep II, Bronx, NY
Girls Prep II is a new six-story Pre-K through 3rd grade school in the South Bronx designed by Michael Graves Architect, with plans to expand through 8th grade in the coming years. Via Collective brought the Public Prep brand to life throughout the building with colorful signage and environmental graphics — from mosaic wall patterns to clear wayfinding — all designed to feel both immersive and intuitive. Working alongside About the Work, our team created a seamless system that reflects the brand while supporting students and staff in their new space.
NYPD 116th Precinct Station House, Queens, NY
The new 116th Precinct Station House in southern Queens, designed by Dattner Architects as part of NYC’s Design Excellence Program, is more than a police station — it’s a true community connector and civic landmark. Via Collective contributed comprehensive wayfinding, regulatory, and ADA signage to support both residents and NYPD operations, reinforcing the station’s role as vital social infrastructure. This project was awarded the PWC-NY’s Annual Salute to Women of Achievement Award.
Shaping New York, One Space at a Time
As we celebrate everything that is New York, we’re reminded that our work goes beyond design—it’s about shaping experiences, fostering connections, and creating clarity in the state’s most dynamic spaces. Through thoughtful wayfinding strategies, signage and environmental design that enhances the user experience, Via Collective helps New Yorkers navigate, engage with, and enjoy vibrant communities, iconic spaces, and everyday destinations—from transit hubs and parks to schools and cultural facilities—making the city and state we call home truly one of a kind.
Photo Credit: Via Collective