GRAMERCY PARK HOTEL – HOLIDAY
MIRACLE ON GRAMERCY PARK. BY 2 P.M.
ROLE: DESIGN DIRECTOR
WORK: HOLIDAY CARDS, GUEST-ROOM PIECES, EMAIL, DIGITAL TAKEOVERS
OUTCOME: ONE CARD → CLIENT RETAINED → THREE-YEAR PROGRAM
A last-minute holiday card became a three-year seasonal collaboration for Gramercy Park Hotel.
The agency was on the verge of losing the client when GPH gave us one final assignment:
“We want a holiday card we can give to Lady Gaga.”
WORK: HOLIDAY CARDS, GUEST-ROOM PIECES, EMAIL, DIGITAL TAKEOVERS
OUTCOME: ONE CARD → CLIENT RETAINED → THREE-YEAR PROGRAM
A last-minute holiday card became a three-year seasonal collaboration for Gramercy Park Hotel.
The agency was on the verge of losing the client when GPH gave us one final assignment:
“We want a holiday card we can give to Lady Gaga.”
I walked in Monday at 9 a.m. By 11, the concept and first execution were complete.
By 2 p.m., the agency had retained the client.
By the next day, more work followed.
Over the next three years, the assignment grew into a recurring holiday program spanning printed cards, guest-room pieces, email, and digital takeovers — with each season developing its own visual world.
By 2 p.m., the agency had retained the client.
By the next day, more work followed.
Over the next three years, the assignment grew into a recurring holiday program spanning printed cards, guest-room pieces, email, and digital takeovers — with each season developing its own visual world.
YEAR ONE
The original concept became two related pieces: a holiday card sent by GPH to clients and VIPs, and an in-room card guests could take with them, write on, and send themselves.
IN-ROOM CARD FOR HOTEL GUESTS
YEAR TWO
The holiday program expanded into a broader campaign, with a new visual series carried across printed cards, email, and a full website takeover.
YEAR THREE
The final year evolved again into a set of three collectible holiday cards, introducing a more ornate, romantic visual language while retaining the surreal character of the series.
