MADISON

SQUARE

GARDEN

[ASSOCIATE CREATIVE DIRECTOR]

BRINGING CLARITY

TO THE BRAND

With multiple brands and properties falling under MSG Entertainment’s umbrella, I was tasked to define, organize, and implement the standards, voice, and identity of each brand. With numerous stakeholders to satisfy, this was easier said than done. The first step was to compose individual brand books for each brand—offering a user manual for both internal creatives and partnering sponsorships.

CELEBRATING DIVERSITY

AND OPENING DOORS

I was tasked to create an anthemic introduction to the company that would recognize the strength in the diversity of our team and inspire new team members to join. I worked closely with my creative director as we shaped an intimate portrait of the people of MSG. I wrote the voiceover and music and directed the final cut.

WARMING OUR WELCOME

The recruitment and orientation processes at MSG admittedly lacked a human spirit, so I was tasked to audit how the company delivered a first impression. Surprisingly, the original orientation program had jumped straight to the rules and expectations of new employees and had forgotten a very important detail: a simple hello.

In this brand voice design, I amplified our warmth and focused on the individual, the new hire, and what this opportunity can mean to them. Human Resources reported a higher engagement among new hires and improved talent retention.

RECRUITING FOR THE FUTURE

MSG’s next giant venture was Sphere—a spherical dome-shaped arena enveloped by LCD screens that promised immersive live entertainment like never before. But how were we going to entice the best of the industry to join us in pulling off such a technological feat?

START WITH A SIX-STORY

HELLO

Applying the same logic from the company orientation makeover, I started with a simple hello—except this greeting would completely cover our Burbank offices and welcome passersby to join the team.

THEN TARGET THE

TECHIES

Acknowledging the limited time we have on LinkedIn to grab someone’s attention before they scroll right past you, I developed a series of quick interviews with industry-leading team members that highlighted their most provocative points in bold font. The sentiment was, “Yeah you’ve done X, but you haven’t done it at this scale.” And it worked.