On the High Line, Spring/Summer of 2011 was all about opening Section 2. Section 2 extended the Line from 20th Street all the way up to 30th Street. At 30th Street, Friends of the High Line temporarily converted a parking lot into a concession center with catering by Colicchio & Sons and a curated collection of food trucks, as well as a centerpiece spectacle that changed mid-season from inflatable sculptures to a roller rink. To find The Lot visitors had to make it to the end of the Line and then to buy food visitors had to purchase $1 and $7 FHL tickets. The branding and design did all that it could to make the finding and purchasing process easy. It also worked to extend the graphic identity developed by Paula Scher at Pentagram.

FHL welcomed food vendors onto the Line this year. They also launched their own food venture at The Porch in Chelsea Market Passage near West 16th Street. The menu is driven by local and seasonal produce. OCD created the mark and signage. The venue's mark builds out the location-based system established by The Lot. From a bird's eye view, the typography syncs with the footprint of the dining area. And the signage is all chalkboard-based to help keep The Porch green and cut back on paper use while staying ever-fresh, like the menu itself.