One Fifty East is a Midtown landmark in the middle of a second life. Once home to an iconic American industrial brand, the tower has been reimagined as a destination for the firms in law, finance, technology, and the creative industries who shape what New York becomes next.

The brief was to build an identity worthy of that ambition: one that honored the building's architectural legacy without being limited by it. As Creative Director, I led the full creative repositioning for RXR, from strategic foundation through execution, developing a brand world that unified digital, print, environmental, and experiential touchpoints into a single coherent narrative. Prestige without nostalgia. Authority without weight.