Sleep No More has been running at the McKittrick Hotel since 2011, and by the time I joined Emursive in 2017 it had become one of the most distinctive theatrical experiences in New York. The challenge was not building a brand from scratch but sustaining one — and expanding it continuously. Every season brought a new cycle of events in the Sleep No More space: immersive parties, holiday productions, one-night performances, and ongoing marketing for the show itself, all needing their own visual identity while staying true to the world of the McKittrick. I owned the creative from brief to final delivery: concepting the visual direction, designing key art and show posters, working with illustrators and photographers, and producing everything across print, email, social, and OOH through to vendor handoff. These campaigns consistently sold out a venue that holds over 1,000 guests.