More than $300 million in capital investment. A reimagined lobby, a full amenity collection, a retail arcade, and hospitality-forward design across every floor. Twelve Eleven Avenue of the Americas had been completely transformed. The challenge was to make the brokerage community feel it before they ever walked through the door.

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My team was engaged as the primary creative and strategic partner to the RXR leasing team ahead of a landmark broker unveiling. I led the full creative program: brand strategy and positioning, naming and brand identity for the building's hospitality amenity spaces, and a comprehensive leasing campaign spanning print, digital, advertising, and video. The platform we built — The New Standard on Sixth Avenue — anchored every touchpoint, from the leasing deck and broker event to the marketing center, exterior signage, and a two-day lifestyle and architectural photoshoot with professional models.

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The result was a complete brand world for a building that had earned one.