“We needed this.”

- NEW YORK TIMES

Penn Station was not always a nightmare. In fact, at the turn of the century, it was more of a sprawling, light-filled dream. At W&CO I worked on the brand for the new Moynihan Train Hall, as we sought to create an identity as iconic and impactful as the original.

For the launch in early 2021, I developed a tone of voice inspired by New Yorkers themselves: an accent that’s contemporary and self-aware, that speaks to its city with intelligence, candor, and wit.

Copywriter, Watson & Company