Webster Hall:
Nightclub & Event Branding

SCOPE: Maintain cultural relevancy

ROLE: Creative Producer

TERM: 4+ years

Party on.

Few venues define NYC nightlife like Webster Hall. Tasked with rebranding its most iconic party, launching a bold new Saturday night experience, and shaping the identity of a sister venue, my team translated the cultural pulse into immersive, must-attend events.

From connecting ownership with top creative talent to overseeing branding, design, and implementation, I ensured each concept hit the right tone.

Friday night’s Girls & Boys was refreshed for a new generation of tastemakers — attracting some of the biggest performers in the EDM/Dance world to grace the stage.

GOTHAM turned Saturdays into a high-energy, shadowy spectacle that can only happen in New York City.

And SLAKE - A darker, more ominous 21+ space evoking pre-fall Berlin. Located in the shadows of Penn Station, on a downbeat street, this venue held secrets that you had to experience to believe.

Three distinct brands that cemented Webster Hall’s status as a nightlife icon. Aligning vision across a hands-on ownership family was no small feat, but the outcome spoke for itself—New York’s party scene never looked better.

By the numbers:

94% increase in ticket sales year over year (post-rebrand).

Named Nightclub of the Year [worldwide] from Pollstar (2016)

Skrillex, Calvin Harris, Disclosure, Diplo amongst notable headliners

Over 50,000 festival attendees experienced the new brand at Mysteryland in Bethel Woods, NY

The life of the party

First launched to great fanfare in 2007, the exceedingly popular Friday night "tastemaker" party, Girls + Boys, needed a visual brand refresh. My creative design team was tasked to evolve the beloved brand into something modern, fun, and bursting with personality. A moodboard, sketch iterations, and a little elbow grease resulted in an iconic logo and associated style guide for the energized brand.

I wanted to ensure that any additional materials made would adhere to the specific guidelines, so the creative team delivered comprehensive design templates to the internal Webster Hall promotions team. Self sufficiency with style.

Bright lights, big sounds

Print design is static, a party is not. I delivered videos to elevate the Girls + Boys brand behind the performers at each and every event, accentuating the lively, youthful crowd that filled Webster Hall every Friday night. Partygoers can saw the video elements displayed on the walls and DJ booth of the main stage.

Going out on top

As of 2016 this historic venue was the second most popular club in the world with respect to attendees through the doors. In 2016, the club received the designation of "Nightclub of the Year" (worldwide) by industry magazine, Pollstar. Weekly Girls + Boys events frequently sold out and contributed to the venue’s enduring success and global reputation. Enhanced by the invigorating rebrand, Webster Hall went out on top and gave the honor to Skrillex to shut down one of the premier clubs in the world. The venue closed for renovations under new ownership during the Summer of 2017.