NEW YORK CITY — For its 40th anniversary in April 2026, Javits Center is launching a brand refresh. This brand evolution will help the convention center strengthen its identity as:
- A sustainability leader
- A technology-forward venue
- An innovation hub
- A community parter
Trade Show Executive (TSE) sat down with Pooja Kaul, the venue’s Director of Marketing, to discuss this effort.
ANDREW: What prompted Javits Center to pursue a brand refresh now?
POOJA: The decision to pursue a brand refresh comes at a pivotal moment for Javits Center. As our new CEO [Joyce Leveston, CMM, CVP] approaches her one-year milestone, we have a strong, unified vision for where the organization is headed and how we want to show up in the world.
At the same time, a new generation of event planners is redefining the industry, and it’s essential that we meet them where they are — with a brand that reflects their expectations, values and ways of working.
Javits has evolved in meaningful ways, from leadership and strategy to major physical enhancements across our campus. The opening of our North Javits expansion unlocked exciting opportunities to host events we couldn’t accommodate before.
As technology, innovation and customer expectations continue to advance, this refresh ensures our brand boldly represents who we are today and where we’re going next.
ANDREW: Could you describe this brand refresh and how it will work?
POOJA: The brand refresh will introduce a look that is futuristic, vibrant and truly unique within the convention industry. It is designed to express personality and purpose, demonstrating Javits as more than just a building, but as a destination and experience for innovation.
This new identity will come to life through bold colors and modern typography that will be activated across both physical and digital mediums, from on-site signage and wayfinding to marketing materials, social media and digital platforms.
The refresh is intentionally built to resonate with both external audiences, such as event planners and attendees, along with internal teams, creating a shared sense of pride in the Javits identity.
The campaign will center on Javits on the Hudson — grounding the brand in our iconic waterfront location while signaling what’s next: a campus defined by energy, evolution and forward momentum.
Together, these elements will solidify the new era of Javits Center — one of innovation and inspiration.
ANDREW: What are you hoping to accomplish with this new brand campaign?
POOJA: With this brand campaign, we’re aligning Javits from the inside out — so the experience people have of us matches what we believe about ourselves. We want a clear, consistent identity across every touchpoint, delivered not just through visuals and messaging, but through how every teammate shows up. The result is a Javits that feels cohesive, confident and authentically expressed — everywhere.
We also want the brand to serve as a bridge, uniting the event industry and our surrounding neighborhood, reinforcing Javits as not only a global destination, but a vital local presence. In 2025, we introduced 24 new events onto our campus, and with 2026 our goal is to help continue driving new business and broadening our reach.
This brand campaign is ultimately about possibility; it reinforces Javits as a place where the ideas come to life, boundaries are pushed and where the impossible takes place.
ANDREW: What are you hoping to convey with this new branding?
POOJA: With the new branding, we want to express the energy and range of what happens at Javits — and the people who make it possible every day. It reflects the diversity, creativity and talent across our campus, while also acknowledging the evolution of the West Side and Javits’ role as a connector and catalyst for economic growth in New York City.
Related. Answering the Call on a World Stage: A Q&A with Javits Center’s Joyce Leveston, CMM, CVP
Our color palette is intentionally inspired by both our facility and the neighborhood surrounding, grounding the brand in its physical and cultural environment. At the same time, gold remains a core element of the identity, honoring the legacy and excellence that have made Javits what it is today, while confidently carrying that history forward to the future.
ANDREW: How will it get people excited?
POOJA: The new brand will build excitement through bold activations both digitally and physically, bringing the refreshed identity to life in engaging ways. We are planning a splashy announcement (stay tuned!) to introduce the brand.
By showcasing the uniqueness of our campus and highlighting what it truly means to be Javits, the campaign will focus on the full experience — our people, our venue and our iconic location. These elements will create the energy, curiosity and, most importantly, the momentum to make sure the brand feels unmistakably Javits.
ANDREW: How are you effectively launching it?
POOJA: We are launching the new brand through a strategic, phased approach designed to build momentum and maximize its impact. To support the scale of this moment, we brought on Miles Partnership to help plan and execute the launch.
The rollout begins with a tease in Q1, setting the stage and generating anticipation, followed by a full launch in Q2 with the debut of the new visual identity.
The timing is intentionally aligned with our 40th anniversary, allowing us to celebrate our legacy while introducing the new era of Javits. The rollout is tailored to our audiences, including customers, the local community and our staff.
Internally, the launch starts from the top down, ensuring employees are fully engaged and empowered as brand ambassadors. Externally, the brand will be introduced through a community launch and showcased at industry events to ensure relevancy and visibility across all touchpoints.
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Photo Credit: Courtesy of Javits Center
