Griffin McCabe / Work Index 2026
Art Director / Manhattan / August 2022–September 2023
Sony Hall.
Marquee type system, environmental branding and visual communications.
The premise
Sony Hall, a Theater District venue in the near-century-old Paramount Hotel, needed one recognizable look across a nightly changing calendar. I paired historic Broadway signage, a nod to the venue’s past as a Broadway house, with contemporary typography.
1 month
From marquee sketch to installation
60%
Lift in QR scans and click-through
Still in place
Window installations
The challenges
The challenges were built into the building and the bill:
- The marquees had gone entirely unused.
- Long billing had to stay legible from the street.
- The venue competed with Broadway’s most popular theaters.
- Every change had to clear approvals on a landmarked facade.
Role & direction
I creative directed the marquee’s type system, from the billing-card structure to the typeface, and took it from sketch to installation in one month, leading the exterior through production.
From the street inward, I designed the visual system across show campaigns, menus, digital displays, and the bar and café, for artists including Yasiin Bey, GZA, and George Clinton.
From the street inward
One system, changing formats
Outcome
Marquees Back in Use: Unused marquees became a live billing system.
60% Lift: A QR code across all media, routed to Ticketmaster, raised scans and click-through 60%, tracking with ticket sales.
Lasting Presence: The window installations are still in place.
Art direction and design / Griffin McCabe
Sony Hall / 2022–2023