Dine At — campaign identity, 2022
The Dine At series brought a summer dining experience to Radio Park, perched atop Radio City Music Hall. The context asked the brand to feel seasonal and inviting without losing its cohesion. The campaign identity extended the rebrand's visual logic into something that could feel fresh across signage, digital, print, and event materials.
The brief wasn't to reinvent or think outside of the recently codified brand identity refresh, but to prove the new brand could be flexible to accommodate one of the many events happening at Rockefeller Center.
The Center Magazine — editorial layouts, 2022
A magazine could be where a brand's range is most exposed. Every spread is a decision about what the brand sounds like, how much air it needs, where it can be quiet. Across the 2022 issue of The Center Magazine, the layouts had to serve editorial content while embodying the new visual identity consistently.
Christmas Tree — Campaign Look/Feel, 2022
The Rockefeller Center Christmas Tree has been lit since 1933. It's not a campaign, it's a cultural institution that happens to need one. Applying a new brand identity to something this embedded required restraint. The visual system had to feel fresh without competing with ninety years of expectation. The look and feel brought the rebrand's full range to bear, directing how the event would appear across broadcast, digital, and physical environments, while keeping the tree exactly what it's always been.
