Six+One Helps Hudson Square Find Its Sass

Hudson Square is not Soho. And it’s definitely not the West Village, even if most people thought it was. That brand identity crisis was exactly what creative agency, Six+One, set out to fix. And they did it in the most irreverent, colourful, and joyfully chaotic way possible.

The team turned a quiet Business Improvement District into a cheeky cultural destination. Their approach? Speak directly to the young, creative and tech community that defines the neighbourhood with humour, attitude, and a few puppets of course.

The Hudson Square tone of voice was defined through banners ( 'Chelsea? I Don’t Know Her.'), trash-can commentary ('No, your ex won’t fit”', a news reporter, 'Randi' and a satirical puppet musical for their annual meeting. Yes, really.

People did a lot more than just notice. Business openings rose 100% year over year. Event attendance jumped 53% in the same time period, website visitors doubled, and social media followers surged.

The reinvention worked. Now, when someone asks, 'What neighbourhood is this?' The answer is unmistakable: 'It’s definitely Hudson Square.'