Product Assortment
Branded Product Development
Visual Merchandising

Lakeside Collaborative was retained by Friends of the High Line to develop a curated group of branded identity products that reflected the mission and spirit of the High Line.  

Originally built for freight trains in the 1930s, the High Line is an elevated rail structure on Manhattan’s West Side that has been turned into the city’s most popular new park. The structure was saved from demolition by Friends of the High Line, a community-based non-profit organization that advocated for the preservation and reuse of the structure as a pedestrian promenade. 

In 2000, Pentagram Partner Paula Scher was asked to create the brand identity for Friends of the High Line. The logo eventually became a symbol of the park itself, an 'H' designed to reflect the silhouette of a railroad track.

Lakeside's objective was to apply this branded identity and design to several targeted products for the High Line's launch.