Turned a T5 walkway into a JetBlue × “I LOVE NY” discovery ribbon that sparks state pride and inspire NY State travel.

As Associate Creative Director, I co-led creative direction to transform a high-traffic corridor into a permanent branded walkway that feels equally JetBlue and “I LOVE NY.”

I aligned both identities within one system. Grid, type hierarchy, and editorial sequencing so wayfinding and storytelling could coexist without slowing airport flow. From concept through execution, I oversaw design, image usage, and copy, shaping an experience that invites quick recognition at walking pace while rewarding a second glance at natural pauses. Built under Port Authority guidelines, the walkway functions as an ever-on postcard for New York State: legible, photo-friendly, and operationally sound.