Responsibilities:
Naming
Brand Strategy 
Creative Direction

Challenge:
Create a Nashville-themed pop-up shop in Manhattan that authentically represents Music City while engaging New York audiences and boosting Nashville's tourism goals within a tight two-month timeline.

Solution:
Partnered with Grimey’s to develop "Nashville’s Vinyl Collection: Spin On," a bold and dynamic pop-up at SHOWFIELDS featuring Nashville artists, live performances, exclusive merchandise, and a brand identity inspired by Grimey’s stained glass windows and spinning records.

Execution:

• Named and branded “Spin On,” creating a logo and style guide.

• Designed the shop layout and materials with SHOWFIELDS.

• Directed a Times Square billboard and marketing materials, including subway ads and social graphics.

• Created limited-edition merchandise to enhance engagement.

Impact:

• Amplified Nashville’s presence in NYC, a key tourism market and top origin city for Nashville visitors.

• Boosted Nashville’s visibility during the holiday season, connecting Music City’s culture with a global entertainment hub.

Why It Matters:

"Spin On" highlights how immersive branding can bring a city’s identity to life, strengthening cultural ties while elevating tourism efforts.