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Art

Queens Get The Money

Rooted in the spirit of NYC’s most diverse borough, Queens Get The Money is a tribute to the ambition, resilience, and street culture that define Queens. Inspired by classic graffiti...

Media

Mixed Media

The “Queens Get The Money” design is a celebration of the resilience, grit, and undeniable talent that define New York City’s most diverse borough. Inspired by the graffiti culture that emerged from NYC’s streets, the piece draws from a classic, raw tagging style, channeling the bold strokes of early graffiti pioneers. This design embodies the borough’s spirit of hustling and ambition, where people from every background work tirelessly to make their mark, whether by catching the train to work in Money Makin' Manhattan or starting businesses within their own communities

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In hip hop culture, “Queens Get The Money” has become an anthem of pride, ambition, and defiance. The phrase itself has its roots in the borough’s hip hop history—rising after a time when Queens was questioned, even called “soft,” by rival MCs. Yet, from that moment of doubt emerged a lineage of legendary talent: Nas, 50 Cent, and many others who would go on to redefine New York’s sound. For them, and the generations that followed, the phrase isn’t just about financial success; it’s about a mindset, a legacy of overcoming challenges and earning respect on their own terms.

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This design channels the borough’s unique energy and creative edge, crafted in a graffiti-inspired aesthetic that speaks to the art and culture born on NYC’s streets. “Queens Get The Money” honors the drive, diversity, and ambition of a place that has always been about much more than the music—it’s about creating a legacy that’s woven into the city’s history.

See all
Art

Queens Get The Money

Rooted in the spirit of NYC’s most diverse borough, Queens Get The Money is a tribute to the ambition, resilience, and street culture that define Queens. Inspired by classic graffiti...

Media

Mixed Media

The “Queens Get The Money” design is a celebration of the resilience, grit, and undeniable talent that define New York City’s most diverse borough. Inspired by the graffiti culture that emerged from NYC’s streets, the piece draws from a classic, raw tagging style, channeling the bold strokes of early graffiti pioneers. This design embodies the borough’s spirit of hustling and ambition, where people from every background work tirelessly to make their mark, whether by catching the train to work in Money Makin' Manhattan or starting businesses within their own communities

‍

In hip hop culture, “Queens Get The Money” has become an anthem of pride, ambition, and defiance. The phrase itself has its roots in the borough’s hip hop history—rising after a time when Queens was questioned, even called “soft,” by rival MCs. Yet, from that moment of doubt emerged a lineage of legendary talent: Nas, 50 Cent, and many others who would go on to redefine New York’s sound. For them, and the generations that followed, the phrase isn’t just about financial success; it’s about a mindset, a legacy of overcoming challenges and earning respect on their own terms.

‍

This design channels the borough’s unique energy and creative edge, crafted in a graffiti-inspired aesthetic that speaks to the art and culture born on NYC’s streets. “Queens Get The Money” honors the drive, diversity, and ambition of a place that has always been about much more than the music—it’s about creating a legacy that’s woven into the city’s history.

See all
Art

Queens Get The Money

Rooted in the spirit of NYC’s most diverse borough, Queens Get The Money is a tribute to the ambition, resilience, and street culture that define Queens. Inspired by classic graffiti...

Media

Mixed Media

The “Queens Get The Money” design is a celebration of the resilience, grit, and undeniable talent that define New York City’s most diverse borough. Inspired by the graffiti culture that emerged from NYC’s streets, the piece draws from a classic, raw tagging style, channeling the bold strokes of early graffiti pioneers. This design embodies the borough’s spirit of hustling and ambition, where people from every background work tirelessly to make their mark, whether by catching the train to work in Money Makin' Manhattan or starting businesses within their own communities

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Jason Nocito via GQ Sports

In hip hop culture, “Queens Get The Money” has become an anthem of pride, ambition, and defiance. The phrase itself has its roots in the borough’s hip hop history—rising after a time when Queens was questioned, even called “soft,” by rival MCs. Yet, from that moment of doubt emerged a lineage of legendary talent: Nas, 50 Cent, and many others who would go on to redefine New York’s sound. For them, and the generations that followed, the phrase isn’t just about financial success; it’s about a mindset, a legacy of overcoming challenges and earning respect on their own terms.

‍

This design channels the borough’s unique energy and creative edge, crafted in a graffiti-inspired aesthetic that speaks to the art and culture born on NYC’s streets. “Queens Get The Money” honors the drive, diversity, and ambition of a place that has always been about much more than the music—it’s about creating a legacy that’s woven into the city’s history.

See all
Art

Queens Get The Money

Rooted in the spirit of NYC’s most diverse borough, Queens Get The Money is a tribute to the ambition, resilience, and street culture that define Queens. Inspired by classic graffiti...

Media

Mixed Media

The “Queens Get The Money” design is a celebration of the resilience, grit, and undeniable talent that define New York City’s most diverse borough. Inspired by the graffiti culture that emerged from NYC’s streets, the piece draws from a classic, raw tagging style, channeling the bold strokes of early graffiti pioneers. This design embodies the borough’s spirit of hustling and ambition, where people from every background work tirelessly to make their mark, whether by catching the train to work in Money Makin' Manhattan or starting businesses within their own communities

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Redirecting at the point of engagement led to user drop-off and lost value.
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In hip hop culture, “Queens Get The Money” has become an anthem of pride, ambition, and defiance. The phrase itself has its roots in the borough’s hip hop history—rising after a time when Queens was questioned, even called “soft,” by rival MCs. Yet, from that moment of doubt emerged a lineage of legendary talent: Nas, 50 Cent, and many others who would go on to redefine New York’s sound. For them, and the generations that followed, the phrase isn’t just about financial success; it’s about a mindset, a legacy of overcoming challenges and earning respect on their own terms.

‍

This design channels the borough’s unique energy and creative edge, crafted in a graffiti-inspired aesthetic that speaks to the art and culture born on NYC’s streets. “Queens Get The Money” honors the drive, diversity, and ambition of a place that has always been about much more than the music—it’s about creating a legacy that’s woven into the city’s history.


Grounded design in real viewer behaviors—using personas built from social insights across key markets.
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Translated viewing patterns into a full-screen, schedule-integrated layout tailored for long sessions.

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2. Realistic prototyping + testing

Typical prototyping tools weren’t enough to simulate the login flow. I used a more advanced tool to model provider search, authentication, and stream start. Tested and iterated across internal departments.

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Built and tested for real-world behavior—like users entering the wrong credentials.

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3. Branding meets usability

Worked with marketing and on-air teams to transform heavy broadcast assets into scalable, mobile-friendly visuals. Used universal icons and clear language to support both English and Spanish-speaking users.

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Original on-air graphics were built for broadcast—not optimized for digital or mobile environments.

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Redesigned visual elements to strike a balance—preserving brand identity while improving scalability and usability across digital platforms.
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Extended the system to Telemundo using inclusive iconography and a layout that worked seamlessly across both languages and audiences.

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Tested lightweight header CTAs across screen sizes to promote Live TV without disrupting content flow.


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Designed contextual CTAs that blended with the platform’s UI—resulting in higher visibility without being mistaken for ads.


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Optimized provider selection with quick-tap defaults and predictive search to streamline the login experience.


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Designed around third-party login flows to set user expectations before handing off to external systems.


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During commercial breaks, the schedule automatically expanded—using shadow and scroll cues to keep users engaged without manual interaction.


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Introduced a theater-style layout post-authentication to shift users into a dedicated streaming mode, designed for long-form content.


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Balanced business needs by clearly separating third-party on-demand content from our in-app clips—using layout and iconography to set user expectations.

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"Can’t share the numbers—but let’s just say streams, impressions, and revenue all moved in the right direction.”

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We didn’t get hard numbers—but the feedback was clear: streams, impressions, and revenue all went up.

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We also elevated our design maturity:
• Brought user testing into the team’s process
• Created reusable personas
• Improved cross-team collaboration
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Initial mobile layout didn’t account for live TV ad conflicts—leaving a blank space where an ad would’ve been. This was later addressed in the tablet phase with a more adaptive layout.

See all
Art

Queens Get The Money

Rooted in the spirit of NYC’s most diverse borough, Queens Get The Money is a tribute to the ambition, resilience, and street culture that define Queens. Inspired by classic graffiti...

Media

Mixed Media

The “Queens Get The Money” design is a celebration of the resilience, grit, and undeniable talent that define New York City’s most diverse borough. Inspired by the graffiti culture that emerged from NYC’s streets, the piece draws from a classic, raw tagging style, channeling the bold strokes of early graffiti pioneers. This design embodies the borough’s spirit of hustling and ambition, where people from every background work tirelessly to make their mark, whether by catching the train to work in Money Makin' Manhattan or starting businesses within their own communities

‍

In hip hop culture, “Queens Get The Money” has become an anthem of pride, ambition, and defiance. The phrase itself has its roots in the borough’s hip hop history—rising after a time when Queens was questioned, even called “soft,” by rival MCs. Yet, from that moment of doubt emerged a lineage of legendary talent: Nas, 50 Cent, and many others who would go on to redefine New York’s sound. For them, and the generations that followed, the phrase isn’t just about financial success; it’s about a mindset, a legacy of overcoming challenges and earning respect on their own terms.

‍

This design channels the borough’s unique energy and creative edge, crafted in a graffiti-inspired aesthetic that speaks to the art and culture born on NYC’s streets. “Queens Get The Money” honors the drive, diversity, and ambition of a place that has always been about much more than the music—it’s about creating a legacy that’s woven into the city’s history.