Located in New York City’s Seaport District, The Rooftop at Pier 17 is renowned for its Summer Concert Series, where global stars like Billie Eilish and Lil Nas X perform with stunning views of the Manhattan skyline and Brooklyn Bridge as the backdrop. The venue has become a cultural landmark, symbolizing the vibrant energy and entertainment that define the revitalized Seaport.
Located in New York City’s Seaport District, The Rooftop at Pier 17 is renowned for its Summer Concert Series, where global stars like Billie Eilish and Lil Nas X perform with stunning views of the Manhattan skyline and Brooklyn Bridge as the backdrop. The venue has become a cultural landmark, symbolizing the vibrant energy and entertainment that define the revitalized Seaport.
I was brought in to creative direct the visual execution of the concert series brand. I approached it as a phased project.
Phase one was about setting the foundation. Branding Guide, outlining a design system for the brand, custom typography, animation toolkits, and a design sensibility that defined the overall rhythm of the series.
Phase two focused on the live environment. The brand had to come to life across 27 different video systems, from the three-story 360 LED façade, to the on-stage walls, to box office and concession displays. Each screen carried a unique function, but all had to feel like part of one cohesive experience. I worked closely with AV and production teams to make sure the visuals were consistent and technically precise.
Phase three expanded the brand into digital. I created the social rollout, starting with the launch campaign, then building ongoing creative for upcoming concerts, highlight reels, countdowns, and promotional content that kept audiences engaged week after week.
Phase four delivered the broader communication tools. I produced sizzle reels for Live Nation managers and artists, sponsorship reels for sales teams, and PR-ready content in partnership with the PR and sponsorship groups. This ensured the brand not only lived on-site and online, but also extended into the business conversations around the series.
Altogether, the work created a unified identity, seamlessly connecting the rooftop screens, the social presence, and the materials that went to executives, artists, and partners. It was about more than just visuals; it was about building a complete ecosystem for the inaugural season.
In 2024 the concert series evolved into the SEAPORT CONCERT SERIES on the Rooftop at Pier 17.
I was brought in to creative direct the visual execution of the concert series brand. I approached it as a phased project.
Phase one was about setting the foundation. Branding Guide, outlining a design system for the brand, custom typography, animation toolkits, and a design sensibility that defined the overall rhythm of the series.
Phase two focused on the live environment. The brand had to come to life across 27 different video systems, from the three-story 360 LED façade, to the on-stage walls, to box office and concession displays. Each screen carried a unique function, but all had to feel like part of one cohesive experience. I worked closely with AV and production teams to make sure the visuals were consistent and technically precise.
Phase three expanded the brand into digital. I created the social rollout, starting with the launch campaign, then building ongoing creative for upcoming concerts, highlight reels, countdowns, and promotional content that kept audiences engaged week after week.
Phase four delivered the broader communication tools. I produced sizzle reels for Live Nation managers and artists, sponsorship reels for sales teams, and PR-ready content in partnership with the PR and sponsorship groups. This ensured the brand not only lived on-site and online, but also extended into the business conversations around the series.
Altogether, the work created a unified identity, seamlessly connecting the rooftop screens, the social presence, and the materials that went to executives, artists, and partners. It was about more than just visuals; it was about building a complete ecosystem for the inaugural season.
In 2024 the concert series evolved into the SEAPORT CONCERT SERIES on the Rooftop at Pier 17.