Identity Design Action: East New York (IDeA:ENY) is an initiative connecting community voices and business development through design. The project focused on strategy and design to bolster the existing small business community in the face of rezoning measures and rapidly changing demographics in East New York, Brooklyn.

Through participatory processes, the project aimed to empower neighborhood-owned and run businesses to build a more vibrant place, enhance small business identity, and make crucial information and services more accessible. To deliver on the specified goals of Awareness, Access, and Voice, IDeA:ENY sought to create a suite of interlinking tools to amplify the campaign. The messaging and visual identity was designed to resonate with different audiences for widespread adoption.