The Empire State Building
The gem of NYC's skyline, the Empire State Building needs no introduction. But even cultural set pieces must keep up with the times, and the Empire State Building's website was a lot less timeless than the building behind it. Preparing for the future meant total digital transformation, including a new website and a new digital identity.
So, what do you say about a building as grand as this one? Turns out, a whole lot. The content on the ESB website had to drive ticket sales, educate guests, give directions, share history. I led this effort, uniting our story around one truth: The Empire State Building is simply the greatest building in the world.
The Empire State Building is quite simply the greatest building in the world.
No one talks like New Yorkers. Naturally, New York’s darling skyscraper needed a voice all its own.
Driven by our team's strategic vision and a series of working sessions, we settled into a voice of reverence and wonderment—urging visitors to see the ESB not just as a view, but also as a once-in-a-lifetime, only-in-NYC moment.
View the ESB website: https://www.esbnyc.com/