The Great Dumbo Drop was billed as a block party event featuring thousands of toy elephants attached to parachutes dropping onto Washington Street in Brooklyn’s iconic DUMBO neighborhood. In an effort to raise money for DUMBO’s two public schools, parachuting elephants could be sponsored by individuals for a chance to win prizes as they were tossed from the rooftops towards a target on the street below. In addition to the spectacle from above, the block party featured live performances, music, children’s activities, local food vendors, and the participation of many area businesses.
We worked with The Dumbo Improvement District to create the identity for the first edition of what is to become an annual tradition. In an effort to capture the whimsy and the spectacle of the drop itself, we were led to the perspective of looking up at the parachuting elephants. The elephant drawing simulated old etchings that paid homage to the historic patina of DUMBO. Typography was used in unexpected orientations to reinforce the whimsical perspective of the elephants.
Anne Di Lillo
Katie King Rumford