I led the creative direction for an immersive branded walkway experience at JFK Terminal 5, designed to spotlight the diverse attractions of New York State in partnership with JetBlue. Collaborating closely with JetBlue’s branding agency, I helped shape a unified creative vision that balanced Empire State Development’s “I LOVE NY” identity with JetBlue’s own visual language. From concept to execution, I oversaw the design, look & feel, and environmental storytelling—ensuring every touchpoint delivered a seamless, visually compelling experience that captured the spirit of both brands while engaging travelers in a moment of discovery and state pride.