PHOTO PRODUCTION
/
PHOTO PRODUCTION /
92Y RESIDENCENYC / c. 2010
A place to stay,
shown as a place to live.
As part of a full redesign and repositioning of 92Y Residence, I partnered with the marketing manager to create a new visual identity and image library aimed at students, international travelers and twenty-somethings seeking a dorm-like living experience in New York City.
Residence enrollment had plateaued and the existing materials felt dated and institutional. I established the new visual direction for Residence marketing and extended it across the photography and final applications.
Leadership defined the target demographic; our job was to turn a functional residence into a place a young person could imagine temporarily calling home.
CREATIVE DIRECTION / VISUAL IDENTITY / CAMPAIGN DESIGN
ART DIRECTION / PHOTO PRODUCTION / CASTING / STYLING
THE BONES DIDN’T CHANGE. 
BEFORETHE WAY IT FELT DID.
AFTERTHE ASSIGNMENTRefresh the look of 92Y Residence and create a flexible photography library that could support building signage, posters, digital applications and printed collateral for multiple years.
THE PHOTO BRIEFMAKE IT FEEL LIVED IN.
Use people, color and activity to soften rooms that were naturally sparse and institutional.
Keep enough of each environment visible to communicate the rooms and amenities honestly.
SHOW THE SPACE.
YOUNG. SOCIAL. INDEPENDENT.
Cast talent who credibly reflected the audience leadership wanted to reach.
SHOWCASE DAILY LIFE.
Create traditional lifestyle scenes that helped prospective residents understand how the spaces functioned.
BUILD FOR MULTIPLE CAMPAIGNS.
Create a reusable library spanning rooms, amenities and neighborhood lifestyle.
Photo brief reconstructed from original production direction, c. 2010.
PRODUCTION STATS1 DAY
Shoot
4-5 ROOMS
Selected + Staged
5-6 MODELS
Sourced + Cast
<$1K
Production Budget
2–3 days pre-production
FROM BRIEF TO SHOOTPRE-PRODUCTION
Brief, shot list, room selection, photographer approval, casting, props, staging, 2–3 days prep.
PRODUCTION + EDIT
One-day shoot, art direction of every setup, exterior/UES lifestyle shots, final image selection.
IN USE
Archival 92Y Residence website / c. 2010
BUILT TO TRAVELThe resulting photography supported digital applications, building signage, posters and printed collateral while creating a reusable image library for future Residence communications.
PROJECT CREDITS
Creative Direction / Visual Identity / Campaign Design / Art Direction
Julianna Sukle
Photo Production / Casting / Environmental Styling
Julianna Sukle + Elyse Taub, 92Y Marketing
Photography
Jennifer (surname unavailable in project archive)
92Y Residence, NYC / c. 2010