Beyond clichés. Beyond showtunes. Beyond expectations. NYCGMC: #BeyondSensational




Hieronymus is proud to present new branding for New York City Gay Men's Chorus. 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.

Inspiration comes easy in NYC.
Just stick your head out the window

still cover image for the Vimeo embed
Branding extended to collateral for one of NYCGMC's big yearly shows: Big Gay Sing
Rebrand included a fully-responsive website
View it here, at nycgmc.org
Branded elements come together to create the final artwork

It's always great to see a new brand living and working in the real world