The Wall Street Hotel, New York City · Social Strategy, Content & Photography · 2022–2025
There is a particular kind of luxury that doesn’t announce itself. The Wall Street Hotel is that kind of place. Tucked into lower Manhattan, the lobby opens into Lounge on Pearl — a room that functions as check-in desk, breakfast spot, late-night jazz bar, and somewhere in between all of those things, a genuine haven. Jewel tones, explorative textures, grand windows looking directly onto Wall Street. You are inside something beautiful while the city moves relentlessly outside. That tension, refuge and hustle, intimacy and grandeur, was the creative brief.
I came onto the account shortly after opening in 2022 and stayed for three years. What started as social strategy and content evolved into something more layered: a brand voice, a visual library, an editorial identity, and eventually a second brand entirely when Bar Tontine opened on the rooftop in 2024.
Building the voice
The Wall Street Hotel was always luxury. The question was what kind. Early on, the brand leaned into the prestige of the address — and that was right. But over time, the voice grew more editorial. Less announcement, more invitation. The brand began offering something closer to a point of view: here’s how to spend a weekend in lower Manhattan, here’s where to eat before the show, here’s what the neighborhood looks like at 7am when nobody else is awake yet. Whether you were traveling for work, with family, or alone — the brand’s job was to be the most informed, most considered voice in your ear. A respite with an itinerary.
The photography
In August 2022, I joined a three-day architectural photoshoot with photographer Greg Powers to build the visual library the brand would draw from for years. The brief was to hold two things at once: grandeur and intimacy. The scale of the lobby and the quiet of a well-appointed room. The images shot that week still live across the hotel’s website, booking engine, and social channels — a visual language established early and maintained consistently.
Bar Tontine — a brand within a brand
In July 2024, the rooftop event space became Bar Tontine — a full F&B concept with its own identity, its own audience, and its own creative challenge. Where the hotel’s brand was refined and editorial, Bar Tontine needed something different: energy, color, a sense of occasion. The space arrived with florals cascading over the bar and entrances, vibrant drinks, celebrity-led events. It was the party on top of Wall Street — and it needed to be positioned among the most competitive rooftop bar landscape in the city. Building a brand voice for Bar Tontine that felt distinct from the hotel while remaining coherent within the same property was one of the more interesting creative problems of the three years.
What the numbers looked like
How the work actually happened
The best creative relationships are the ones where trust runs in both directions. Sherrin and Lauren, the Director of Sales and Marketing and Marketing Director respectively, gave me genuine creative liberty while keeping me anchored to the business. Our calls were both things at once: data reviews and brainstorming sessions. They brought the commercial context; I brought the creative instinct. The work that came out of those conversations was better than either of us would have produced alone.
The Wall Street Hotel is recognized as a MICHELIN Key property and named one of Condé Nast Traveler’s 43 Best Hotels in New York City. I won’t claim the brand work made that happen. But I believe it contributed to the kind of presence that makes a property legible and desirable to exactly the audiences those accolades come from.
Guest House 
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