The Shop at NBC Studios

Leading the renovation project of the 30 Rockefeller Plaza, Joe Caparella, the vice president of Rockefeller Plaza, Retail and Tour Operation, reached out to our creative group to take part in the renovation project including, but not limited to, logo design for the new store called The Shop at NBC Studios.

 The task was to keep the historical logo of the NBC Studios as is in a way to help audiences/consumers to make direct connection between the logo and the brand merchandises that are sold at the shop thereby promoting the shop as its entirety.

Having an innovative solution well-aligned with the given task, my logo design was selected for the branding of the new shop. My idea was to incorporate a vertical version of the “NBC” logo into the “NBC Studios” logo creating a tight lockup that is visually satisfied. With great success of the logo, our group was able to get more involved in the shop’s creatives including interior design, branding, merchandise, website, banners, uniforms, shopping bags, and more. As an “owner” of the logo and branding, I continuously directed the designers and production artists on marketing assets for The Shop at NBC Studios and its business throughout the years.

Role: Designer & Art Director