Joining amid a comprehensive overhaul for the 2023 New York City Marathon, I led a newly formed and dynamic creative team in defining and producing every aspect of the event and lead up. This involved crafting branded and sponsored pre-race campaigns and designing immersive experiences within the Javits Center, Mastercard-sponsored Pavilion, a brand new medal, participant, staff and volunteer shirts swag, in addition to the 26.2-mile branded and sponsored course signage.

In overseeing a talented team of editorial professionals, video producers, photographers, and experts in design, animation, and production, I navigated intricate and critically short timelines and managed complex sponsorship integrations to successfully deliver a completely new and widely celebrated 2023 NYC Marathon experience.

The rebranding has been strategically developed to last for the next 10 years of the marquee sponsor contract. I built each item as a modifiable templates, formatted designed to minimize the need for full reprints and allow for easy updates and additions each year. Large signage is built in pieces so that only partner logos would need to be added or replaced. This approach ensures the organizations approach to sustainability + consistency in the event's visual identity while accommodating changes and improvements at a low cost.