Welcome to...
...the Woods
Contents
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Greetings!
19/20 stationary
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accessories
21/22
5/6
urban jacks
23/24 summer set
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lost in the woods
25/26 wild web
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way finding
27/28 nyc subway ad
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our look - type
29/30 woods campaign
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natural graphics
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rockin’ plaid
33/34 goodbye plaid
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plaid forever
winter set
bridged duality
Welcome Urbanite! Confused by the sweet smell and all the bright green? The smell is called “fresh air,” meaning it’s (relatively) pollution free, and the green actually comes from trees! You may have noticed we are a different breed here in the wildnerness of upstate New York. Welcome to Albany.
Albany, one of the original thirteen colonies, is a valley nestled deep within the wild wild woods. It’s here that civilization and wilderness have found perfect harmony. Perhaps that’s why the Urban Lumberjack has called Albany home for centuries. Rugged and cultured, our Urban Jack’s are phenomenal at foreaging for survival while discussing global politics. Educated and untamed we’re a fierce kind of people.
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Albany Home of the Urban Lumberjack
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The Urban Jack: An Exploration An Urban Lumberjack is easy to confuse with a plaid wearing hipster; however, there are a several obvious differences. The most noticable is their affinity for nature. Unlike a hipster wanna-be, the Urban Lumberjack is genuinely comfortable in both urban and natural environments. The next distinguishable quality would be their infinite kindness. Urban Lumberjacks are actually the most gentle breed of Jack. Their sensitivity comes from two distinct sources: urbanism and nature. Cities and the built environment have provided long-term exposure to contemporary culture, making these musicalloving creatures sing and dance away your pain, while mother nature has taught them to respect all living things - from the powerful grizzly to the beautiful butterfly. Urban Jacks are adventurous and tender souls for whom plaid isn’t a trend, it’s a lifestyle. It’s important to note: Urban Jacks are located across the globe but are most commonly found in upstate New York. Our beautiful city of Albany is known to be one of their favorite urban/natural environments. Some even go as far to call Albany a “Mecca” for these modern day Paul Bunyans. Whether or not Albany is really a pilgrimage site for these outdoorsmen, one thing is for sure, Urban Jack’s can be found in an abundance here.
urban lumberjacks as seen in one of their built environment: from left to right, 1. gregory camper in SoHo 2. keith birch in brooklyn
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A lb a n y
Lost in the Woods Whether you’re a tourist or an Urban Jack, looking to make a pilgrimage, Albany can be a hard to find, especially if you’ve never made the hike. Albany is a valley nestled safely within the Appalachian Mountains. There are several ways to get to Albany.
One of the most popular is a 160 mile bike ride from NYC that is a little over 14 hours long. A scenic and dramatic ride, it’s sure to get your adventurous heart racing. For those less inclined to travel via velocipede, it’s also possible to get here by car. Motorists come
from all over the continental United States taking the reliable and safe I-87 N. Attached is a set of driving directions from Brooklyn, to Albany. Of course we also welcome the winged visitor. Our airport greets guests from all over Europe, Asia, Africa and
Australia! Albany appeals to culturally diverse tourists who come mainly to oogle at our Urban Jacks. Their international appeal has caused quite a unique global phenomenon with admirers scattered across the world.
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Typefaces Mr. Eaves / Univers / Adobe Caslon The typefaces chosen for Albany’s logo, stationary, and body copy are best described as functional, traditional, sleek and sturdy. These typefaces embody Albany’s rich roots in American history, represent our untamed wilderness and stand for the sleekness of our culturally rich city center.
Aa
ABCDEFGHIJKLM NOPQRSTUVQXYZ abcdefghijklmnopqr stuvwxyz!@#$%^&*() 1234567890
Aa Aa ABCDEFGHIJKLM NOPQRSTUVQXYZ abcdefghijklmnopqr stuvwxyz!@#$%^&*() 1234567890
ABCDEFGHIJKLM NOPQRSTUVQXYZ abcdefghijklmnopqr stuvwxyz!@#$%^&*() 1234567890
Aa Mr. Eaves R 255 G 000 B 000
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Graphics Icons, Patterns & Images
L’Axe Finesse: a standard accessory for the urban jack
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yet another urban jack, spotted in his most natural environment
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Stationary Business Cards / Letterheads Albany’s stationary and business cards were designed for the plaid lifestyle. Winter, Spring, Summer or Fall, plaid is always appropriate because of its versatility in patterning and color. This flexibility allowed for seasonal stationary: a Fall / Winter line to cozy up with and a Spring / Summer pattern that is lighter and breathable.
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Website Untamed Internet Wilderness
HOME
CONTACT US
ABOUT
Today in the Woods 29oF
Albany
VISITORS
EVENTS
MEMBERS
NEW YORK
Welcome to the Woods
<
<
Home of the Gentle Jacks
Countdown toTulip Festival
As you have probably noticed, the majority of
58 days 14 hours 6 min 46 sec
upstate New York, Albany in particular, is filled with plaid-wearing lumberjacks. We are proud of our Dutch heritage and expert wilderness skills. Answer the call of the wild and visit us to find out more about the lumberjack way of life. You might even find yourself in nature.
Today’s Plaid Click here to make your own plaid pattern and enter to win a weeks worth of fire wood!
Designed by @Bigmamabear
FAQ’s
SUPPORT
CONTACT US
® ALBANY CONVENTION & BUSINESS BUREAU
HOME
CONTACT US
ABOUT
Today in the Woods 29oF
Albany
VISITORS
EVENTS
MEMBERS
NEW YORK
Welcome to the Woods
<
<
Home of the Gentle Jacks
Countdown toTulip Festival
As you have probably noticed, the majority of
58 days 14 hours 6 min 46 sec
upstate New York, Albany in particular, is filled with plaid-wearing lumberjacks. We are proud of our Dutch heritage and expert wilderness skills. Answer the call of the wild and visit us to find out more about the lumberjack way of life. You might even find yourself in nature.
Today’s Plaid Click here to make your own plaid pattern and enter to win a weeks worth of fire wood!
Designed by @Bigmamabear
FAQ’s
SUPPORT
CONTACT US
® ALBANY CONVENTION & BUSINESS BUREAU
pictured above & left: the albany county tourist and convention bureau’s homepage
25/26
Signage NYC Subway Adverstisement Albany’s most famous ad-campaign recently debuted in New York City’s subway stations. It featured a treebark texture, which wrapped on two sides of the supporting iron beams, creating the illusion of tree trunks. When the daily commuter got off their subway train, they would be facing the side of the beams covered in “bark,” making it seem as if they were lost in the woods. The other sides of the beams were covered with white signange the read, “Albany,” in our Mr. Eaves Bold Italic logo font. This campaign was meant to bring bits of nature back into one of our densest cities. The hope was that the duality of these two elements, natural and man-made, would appeal to those interested in existing in both environments. We found that the New Yorkers most eager to respond were located in SoHo and Brooklyn. These artsy plaid loving NY trendsetters couldn’t wait to get to know the wild. Their disconnect with the woods left them feeling incompelete and empty inside. Many of them took to Albany for weeks and months at a time - some still haven’t left (it’s been almost a year).
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