Perched 100 stories above Hudson Yards, Edge NYC is the highest outdoor sky deck in the Western Hemisphere—offering stunning 360° views, a thrilling glass-floor experience, and an iconic vantage point to take in the New York City skyline. But despite its world-class design and unique location, the brand was struggling to attract consistent foot traffic, particularly among locals. Hudson Yards tapped our team at Frank to reposition Edge not just as a place to visit once, but as a destination people would return to again and again. The goal: to create a new brand strategy and visual identity that could bring more emotion, energy, and cultural relevance to the experience. We began by developing a new brand persona for Edge—“Your Ultimate NYC Host.” The positioning centered around hospitality: welcoming, plugged-in, and capable of delivering unforgettable New York moments from day to night. This unlocked a full entertainment strategy, anchored by dayparting—designing different experiences for morning, noon, and night, each curated to feel distinct in mood and energy. Whether guests were stopping by for sunrise yoga, midday cocktails, or late-night DJ sets, Edge could now offer an evolving experience throughout the day.