Made for New York

Art Direction

Rather than taking the expected medical approach that many hospitals fall into, NYU Langone celebrates the unique character, spirit, and passion for life that New Yorkers are known for. Four unique executions were created to launch this new positioning, each referencing New York’s rich typographic history.

Internationally celebrated designer Louise Fili was commissioned for the gold leaf, subway tile, and neon designs. The gold leaf artwork was hand gilded in 23k gold. For the graffiti executions, KEO X-MEN hand painted murals throughout Brooklyn.

I have been responsible for the design and art direction of dozens of campaigns for NYU Langone. Below, just a small sampling of the work.


See more of the work at

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Type set in Messina Sans by Luzi Type