PORT

Once known as the "Fifth Avenue of Staten Island," Port Richmond Avenue has endured decades of disinvestment, redlining, and declining infrastructure. Yet through it all, its immigrant-owned businesses have remained the heart of one of the borough's most vibrant commercial corridors.

Partnering with La Colmena NYC through the Van Alen Institute District Design Fellowship, we created Port—a place brand designed to make that resilience visible. Centered on a butterfly symbolizing migration, transformation, and belonging, and brought to life through the Together on Port platform, the identity gives local businesses a shared voice while inviting people to shop, celebrate, and invest in the neighborhood together.

Port transforms collective pride into a visible force for community ownership and economic vitality.

Ribbon-cutting event photos by Julia Parris