Creative Director, Thoughtful Human, Collaborative Maker
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Lincoln Center

Lincoln Center was looking to expand it's audience as the institution embarked on the presentation of a new billion dollar campus makeover (and continued world-class entertainment) to the neighbors, the city, and the world.

A New York City icon in both its concrete modernist architecture and high-quality ever-changing programming, the “Seen It?” brand platform and identity irreverently asks the visitors if they’ve experienced the new destinations, new activities, and world-class programming.

The identity complements and disrupts the stark concrete structures and rich entertainment with an easy to understand pointer that embraces the full sensory experience of the institution. With applications involving sight, sound, food, and outdoor spaces, the flexible system touches the visitors at every juncture.

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