Creating the Go-To-Market Visual Identity for SUMMIT One Vanderbilt
Summary
When SUMMIT One Vanderbilt prepared to open, it had one opportunity to introduce an entirely new experience to the world. As creative director for a $400,000 go-to-market production, I led the development of the launch asset library that defined the visual identity of a $3 billion destination.
I sourced and managed photographer Evan Joseph and Wonderful Machine’s production team, overseeing the creative direction for more than 100 photo and video assets used across out-of-home advertising, paid media, press, print, and digital channels. Four years later, those assets continue to serve as the foundation of SUMMIT’s marketing.
The Challenge
SUMMIT One Vanderbilt wasn’t simply launching a new attraction. It was introducing an entirely new category of experience.
Unlike traditional observation decks, SUMMIT combined immersive art, architecture, and breathtaking views in a way people had never seen before. With no existing visual identity and virtually no public awareness, the launch campaign had to communicate an experience that couldn’t easily be explained in words.
The creative assets weren’t supporting the launch. They were the launch.
Strategy
The creative process required balancing two very different priorities. On one hand, Kenzo Digital’s artistic vision embraced mystery and interpretation, inviting guests to discover the experience for themselves. On the other, our marketing needed to answer practical questions from prospective visitors: What is this? What will I actually see? Is this an observatory, an art installation, or both?
My role was to find the balance between artistic intent and commercial clarity. While the campaign needed to preserve the wonder of the experience, it also had to accurately represent what guests would encounter. I prioritized imagery that captured SUMMIT’s most iconic moments without sacrificing authenticity, creating creative that inspired curiosity while setting the right expectations.
I developed a visual direction centered on awe, scale, and curiosity, highlighting moments that stopped people in their tracks: standing on a glass floor more than 1,000 feet above Manhattan, endless reflections stretching across mirrored rooms, and panoramic skyline views unlike any traditional observatory.
Working closely with Kenzo Digital, photographer Evan Joseph, and Wonderful Machine, I established a visual language that balanced premium design with emotional impact. The objective wasn’t simply to create beautiful photography. It was to help prospective guests understand what made SUMMIT different while preserving the sense of discovery that made the experience so memorable.
My Role
Creative Direction: Defined the overall visual direction for the launch campaign, presenting creative concepts to the SUMMIT marketing team and SL Green while ensuring the work aligned with the brand’s positioning and guest experience.
Production Leadership: Led a $400,000 creative production, sourcing and managing photographer Evan Joseph and Wonderful Machine while coordinating talent, wardrobe, helicopter and drone operations, locations, and simultaneous photo and video production.
Asset Development: Oversaw production of more than 100 lifestyle, architecture, aerial, and video assets designed for use across paid media, public relations, digital, print, and out-of-home advertising.
Launch Deployment: Collaborated with internal marketing teams and agency partners to deploy the asset library across New York City’s launch campaign, including digital takeovers, paid social, print, transit media, and earned media.
Results
100+ launch assets created
$272k+ Ticket revenue driven by digital ads on opening day alone
75K+Website sessions on opening day, 63.9% from new users
1,700+ Ticket transactions on day one
Still Used Today. Assets continue to serve as SUMMIT's core marketing library 4+ years later
What I Learned
Great creative doesn’t just win awards. It sets the right expectations.
Working alongside artists taught me that marketing often sits at the intersection of creative vision and customer reality. While artistic expression can spark curiosity, guests ultimately make decisions based on what they believe they’ll experience. I learned that the strongest creative finds the balance between inspiration and clarity, because every campaign also serves as a promise. When marketing accurately reflects the guest experience, it builds trust before someone ever walks through the door.
