I Love NY- licensing-and-brand-strategy -


  • Brand Strategy
  • Branding + Identity
  • Licensing
  • Strategy Consulting

Project Details

Empire State Development (ESD) engaged bsp to represent and manage all licensing endeavors for their iconic and globally recognized New York State tourism logo, I LOVE NY. In response to ESD’s desire for a fresh perspective on how to better connect the I LOVE NY licensing program to New York State, its wonderful assets, and tourism opportunities, bsp developed a new brand and design vision that transforms the brand into a lifestyle program inspired by New York State.

bsp conducted market, trend and consumer research to better understand (the) consumers’ perception of the I LOVE NY brand and what types of product categories and distribution channels should be targeted for execution of the brand extension strategy. New York State’s proliferation of rich outdoor activities, natural parks, art, culture, and history are assets that bsp will highlight by engaging best-in-class licensees that can translate these assets onto quality products in a wide range of categories across various distribution channels and markets.

Available categories include apparel, bags & backpacks, bed & bath accessories, electronics, fashion accessories, confections, footwear, games & apps, home décor & furniture, outdoor recreation, publishing, sporting goods & equipment, toys & games, and more.


If you are interested in learning more about the I Love New York licensing program please contact:

Nicole Payton: Npayton@bsp.com 310.867.7222  or  ILOVENY@bsp.com