Roxy The Owl

Tishman Speyer, who owns Rockefeller Center, was interested in adopting Roxy the Owl, a tiny Saw-Whet owl found in the Rockefeller Center Christmas tree, as their friendly, feathered mascot.

We worked with Tishman Speyer’s content agency, Brand New Story and a stable of amazing writers to develop her story and style. Based on Rockefeller Center brand guidelines, we developed her logo, and partnered with Silly Beast Illustration to develop the Roxy character and illustrations. We then created a guidelines document and toolkit of modular assets for other agency partners to utilize in the creation of social media content, merchandise, and tenant communications.