Bush Terminal has been a Brooklyn landmark for over a century — a working waterfront built on craft, labor, and making things. The question was how to honor that history while building a brand capable of attracting the next generation of creators, makers, and innovators to 20 acres of reimagined industrial space.

The answer started with a name. MADE — Makers, Artisans, Designers, Entrepreneurs — gave the site an identity rooted in what actually happens there, transforming a physical address into a living community with a clear point of view. As Creative Director, I led the full brand development for NYC EDC: naming, strategy, visual identity, environmental graphics, lifestyle campaigns, and digital storytelling. Every touchpoint was built to carry the same conviction — that making things, and the people who do it, deserve a world-class stage.