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NeueHouse

The work + social home for the creative. I reimagined NeueHouse’s in-house branded content arm, a creative label that sources partners and produces work that reflects the space's culture.

Role

Led creative direction and developed the identity across spatial experiences, print, digital, and motion.

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Overview

Following NeueHouse’s acquisition by Convene Hospitality Group, the organization wanted to take its cultural programming in a new direction. NeueHouse had already established itself as a gathering place for artists, filmmakers, musicians, founders, and other creative communities. The opportunity was to build on that foundation while introducing an identity that clearly signaled change.

The Problem

The identity needed to feel connected to NeueHouse while introducing a new level of energy. It also needed to balance two different qualities: the exclusivity of a private cultural destination and the accessibility and spontaneity of contemporary creative programming.

Competitive Context

Comparable hospitality and cultural brands increasingly treat programming as a core part of the membership experience. Soho House, for example, offers more than 2400 monthly events and experiences, while membership grew 9.6% year over year in FY2024.
WSA’s redevelopment of 161 Water Street similarly positioned creative programming and maker spaces as central to its destination strategy.

These examples suggest that programming can strengthen membership value, community, and the perception of a physical space.

The Design Direction

I developed a high-contrast visual system designed to create immediate visibility across digital screens, printed materials, and physical event spaces.

Snow and Coal formed a neutral editorial foundation that maintained a connection to NeueHouse’s sophisticated character. Lemon Lime and Production Orange introduced energy, movement, and contrast, allowing NH Productions to stand apart while remaining part of the wider NeueHouse ecosystem.

My Role

As lead designer, my perspective was informed by firsthand experience working within NeueHouse’s AV and event production team.

I understood how events were promoted, produced, and experienced, as well as the operational demands placed on the teams bringing them to life.

Understanding the NH Productions Audience

The NeueHouse membership base revealed an audience rooted in established cultural references but continually searching for what comes next. They might move easily between Yo La Tengo and Jamie xx, or Portishead and Clairo, valuing emerging voices without abandoning the artists that shaped their taste.

This audience works across design, film, music, fashion, media, technology, and the arts. They use NeueHouse as both a workspace and a cultural destination, transitioning from focused work in the morning to collaboration in the afternoon and programming in the evening.

For them, luxury is not defined by formality. It is defined by curation. The right music, environment, programming, and people create the feeling that every detail has been considered. This insight shaped an NH Productions identity that felt selective but not stiff, combining bold color and expressive typography with a code-based access system that made discovering and entering an event feel like part of the experience.

Project Outcome

NH Productions evolved from an internal programming initiative into a distinct creative platform for NeueHouse, giving the team a clearer identity and more cohesive system for producing, promoting, and documenting original programming. The new brand created a flexible foundation across digital, social, print, and event touchpoints, while positioning NH Productions as a more recognizable extension of the NeueHouse creative community.

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