In 2021, major construction to NYC’s mid-town area caused sidewalk closures, obstructed entryways, and tall/movable construction walls around MSG. Finding entryways was tricky and we wanted attendees arriving by trains and subways or by foot to have better direction upon entering the building.

We were tasked with creating a design that was flexible enough to move around as construction walls were reassigned, legible enough to see through crowds, and clear/easy enough to understand quick directional needs.

concept & graphic design: jamie perlin
art direction: ty baker
brand lead: melissa goodrich