New Yorkers' beloved Union Square Greenmarket gets a much-needed brand update. Background The Union Square Greenmarket—the largest and most successful open-air farmers market in the country—is a New York City icon, but few people were aware that this was a program of the 40-year-old Council on the Environment of nyc (cenyc) . “cenyc? What’s that?” would be the response of most New Yorkers when asked about the Council. As a result, the Council lost opportunities to engage people in its programs and to raise money from donors, many of whom didn’t grasp the full scope of the organization’s work. To address this need, the Council decided to undertake an initiative to re-name and re-brand the organization for greater recogni - tion by New Yorkers. Thus GrowNYC was proposed as

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