CLIENT​
Rockefeller Center, one of New York City’s most iconic destinations.

AUDIENCE​
A diverse audience of tourists, locals, and event guests.

OBJECTIVE​
Reimagine Rockefeller Center’s visual identity and communication system to create a consistent, elevated experience across digital, print, and physical spaces.

SOLUTION​
A comprehensive rebrand that brought fresh energy and modern sophistication to every touchpoint.

• Simplified and unified directional and environmental signage

• Designed event catalogs, print materials, and large-scale banners for key moments like the Christmas season and Top of the Rock events

• Designed promotional campaigns for The Rink’s seasonal skating experience through cohesive visual storytelling across signage, digital, and social platforms

• Designed all social media advertising for Instagram and TikTok, including the creation of:

• Custom AR filters

• Template systems for stories, posts, and reels

• Campaign-specific animations and video assets

• Built a flexible design system adaptable to weddings, holidays, and everyday visitor experiences

PROCESS​
1. Discover & Define
 Analyzed the brand’s heritage, audience expectations, and visitor journey to identify opportunities for modernization without losing legacy.

2. Concept Development
 Explored visual directions blending Rockefeller’s architectural elegance with modern minimalism and warmth.

3. Design Execution
 Rolled out cohesive creative across wayfinding, print pieces, catalogs, event marketing, The Rink campaigns, and social media advertising.

4. Collaboration & Implementation
 Worked closely with internal teams, partners, and vendors to ensure consistent execution across physical and digital environments — from monumental banners to fine print details.