AIA New York greeted attendees of the AIA Conference on Architecture 2018, or A’18, with a special welcome desk at the Javits Center in Manhattan, where the event was held. Pentagram's Natasha Jen and team designed branding for the booth that captures the vibrancy of the city and the different character of its neighborhoods.

As host chapter, AIANY organized some 200 architectural tours across the five boroughs, giving attendees the opportunity to explore the city and see the best of its architecture. Inspired by street signs, the welcome desk graphics use typography, set in Helvetica, Bodoni and Gill Sans and angled for a dimensional, architectural effect, to express the personality of the neighborhoods. The type pops in bright colors against a black background, like the city lights at night.