Working closely with the in-house team, I collaborated on the launch of the Museum of Ice Cream’s New York City flagship. I supported the digital rollout of a refreshed brand identity developed by The Working Assembly. My role focused on bringing the new positioning to life across social, content, and experience—translating MOIC’s playful ethos into a narrative rooted in joy, imagination, and emotional connection.

I contributed to the messaging strategy, helped shape the brand voice, and was involved in the development of the brand’s new tagline, “Anything is Possible.” I also supported the influencer and soft-launch experience, which drew press and cultural buzz, with appearances from Blake Lively, Ryan Reynolds, and other influential figures.

Highlights

• Helped bring MOIC’s largest location to life with a clear, joyful digital narrative

• Contributed to messaging strategy and brand voice during rebrand rollout

• Involved in shaping the brand’s new tagline: “Anything is Possible”

• Supported influencer strategy and soft-launch experience for NYC flagship

• Part of the brand’s evolution from pop-up to global experiential platform
  (now live in NYC, Singapore, Chicago, and San Francisco)