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TK Elevator North America


Client: TK Elevator North America
Firm: Gensler
Role:  Content Strategy, Art Direction, Content Production, Custom CMS Product Management, Implementation Oversight

TK Elevator sought to utilize its new North American Test Tower to offer a window into the innovative world of elevator engineering. Leveraging TK Elevator’s significant skyline presence, Gensler designed a first of its kind, eight-story transparent LED mesh on the exterior of the 420-ft elevator test tower. This truly unique and flexible canvas shows off cutting edge elevator technology, while giving TK Elevator an active voice in the surrounding Atlanta community.


11,000 + Sq Ft
Transparent LED Mesh Canvas
35+ Brand Animations & Custom CMS Development
40 Million Passersby


On the creative side, I lead the content strategy and art direction of branded animations that translate the brand’s ethos of movement, precision and progress into branded logo bumbers as well as more abstracted and artful ambient brand animations. I also helped to define the content strategy and dayparting approach that modulates the engergy and momentum of the content based on the time of day, corporate & community celebrations and the energy of the surrounding area. 

Based on this content strategy, and the future plan to include elevator responsive content, I led the creation of a bespoke CMS that enabled content orchestration across the LED Mesh, the building lights, and elevator data systems. We were able to use the content strategy to design the CMS in a way that significantly reduced the overhead needed to inject seasonal content and messaging into the standard playlists. 



“TK Elevator chose our unique location in The Battery Atlanta in order to raise brand awareness and also to make our home in a vibrant community...factor that with one of TK Elevator's key principles -transparency - and [the LED mesh] became a winning idea, creating an eight-story blank canvas to tell our story and be part of our community.”

– Sasha Bailey
TK Elevator Senior Director, Communication, North America

Press/Recognition:
  •  American Architecture Awards 
  • Communication Arts Interactive Award - Honorable Mention 
  • American Graphic Design Award Winner