The document discusses the need to create a unified brand for New York City to represent its diversity, with over 8 million residents from 138 different languages and cultures living across the city's 191 neighborhoods. The created NYC brand uses thick, durable lettering to symbolize New Yorkers and functions like a window, revealing different images that represent the many professions and activities in the city. Since its launch, the NYC brand has been used for various city initiatives and driven a significant increase in tourism, with a 13% rise in visitors the following year and 2008 becoming a record year with 47 million visitors and $33 billion in spending.