When New York Arts Program was looking to attract a wider applicant pool, they hired PS to rebrand their institution. The New York Arts Program places undergraduates and post-baccalaureates in internships in NYC with leading arts organizations, where students can earn credit while gaining real life work experience. PS developed a logo based on the essence of the organization: new york + arts = the program. The logo expressed what makes the organization unique—the program provides students the opportunity of studying with the top arts and creative companies in New York, a global, cultural capital. In developing the marketing material and being sensitive to their limited budget, PS created a series of dynamic collages incorporating imagery from past attendees.