If you live in New York and hear the words “Port Authority,” you think of the bus station. (And probably a very specific smell.) But the Port Authority is way more than that. It’s all the major NY and NJ airports, trains, bridges and tunnels. And even the entire World Trade Center campus. It’s a challenging brand because the work has to be impactful enough to grab your attention, but clear enough to be understood by a city that speaks multiple languages.