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Javits Center
Brand Identity & Visual Design
The Javits Center, NYC’s largest convention center, completed its North Tower expansion in 2021, adding 1.2 million square feet of event space. To effectively showcase this expansion, they required redesigned brochures, simplified floor plans and updated print/digital collateral that would seamlessly guide attendees and exhibitors between the South Javits (original building) and the new North Javits expansion. They sought a modern, cohesive design that accurately represented the updated space and simplified floor plans to enhance user experience.
Client:
Javits Center
Year:
2022-2024
Role:
Chief Creative Officer
Visual Designer
Brand Identity
Agency:
Ruckus
My Role
I oversaw the project, managing and directing the design team as they updated existing brochures and created new ones. Leveraging my background in architecture and package design, I took on the critical task of simplifying the expansion’s floor plans. I also ensured all brochures followed a cohesive branding style while remaining functional and visually engaging for users.
The Challenge
The original CAD files of the North Javits expansion contained an overwhelming level of detail, making them difficult to use for marketing materials. The South Javits floor plans were much simpler, and the Javits Center needed a unified style that made navigation seamless. However, editing CAD-generated PDFs in Illustrator proved challenging, as every element—lines, dots, and objects—became separate layers, making adjustments cumbersome and time-consuming.
The Solution
To ensure clarity and usability, I redrew and simplified the North Javits floor plans in Illustrator, reducing thousands of fragmented layers into a streamlined, editable structure. This process allowed for better labeling, easy future adjustments, and enhanced readability. Once the floor plans were standardized, the design team updated and modernized all brochures, creating a cohesive, branded look across all materials.
The Results & Accomplishments
Produced 4-6 redesigned brochures featuring a consistent, branded aesthetic.
Successfully matched the South and North Tower floor plan styles, creating a seamless visual guide.
The simplified floor plans were integrated into Javits Center’s website for easy digital navigation.
The new floor plans became the standard reference for future event maps, ensuring consistency in Javits' event planning and execution.
Helped modernize the Javits Center’s visual identity, keeping them relevant and engaging in a competitive convention industry.
