The Jacob K. Javits Convention Center has launched a new “Javits on the Hudson” brand campaign to commemorate its 40th anniversary. The campaign also marks one year since Joyce Leveston, CMM, CVP, became the convention center’s first female CEO.
“This brand refresh is about showing the world who we are — a launchpad of innovation powered by some of the most talented and skilled workforce in the industry,” said Leveston.
Over 10% of the Javits Center team has been working at the venue for more than 20 years. “That kind of continuity speaks to something deeper than a workplace; it reflects a shared sense of purpose and pride in what Javits represents,” said Leveston. With this campaign, she said, “we’re bringing that story forward — placing our people at the center and ensuring that as we look ahead, we remain grounded in the values and spirit that have defined us for the past four decades.”
Photo courtesy of Javits Center
Javits Center’s history is one of progress, undergoing multiple renovations and expansions since opening its doors in 1986. With each update, the Center has increased its space and efficiency. It is LEED certified, outfitted with bird-friendly glass, topped by a nearly seven-acre green roof with solar panels and a one-acre rooftop farm. Joining the Net Zero Carbon Events Pledge in 2021 further cemented their reputation as a leader in sustainability.
“It was time to make sure the world knew what a center for inspiration Javits is on the global stage,” said Leveston.
After assembling her team — hiring the Center’s first ever director of marketing, along with a new Agency of Record (AOR) — Leveston got to work establishing her vision for the campaign.
“We wanted to make sure we are highlighting our best features like our waterfront location, our extensive sustainability initiatives, our relationship to our community and, of course, our people; all while holding on to our legacy as a New York icon,” said Leveston.
Javits on the Hudson
She described the colors chosen for the brand campaign as: Hudson Blue, representing Javits’ location on the waterfront; Farm Green, symbolizing their many sustainability initiatives; and Golden Yellow, complementing the signature trademark Javits Golden Apple.
The branding also includes new graphic elements: a wave to represent the Hudson River, dots to mimic the pattern on Javits’ bird-friendly glass, forward-facing arrows to showcase the Center’s future mindset, and an NYC tag to honor their home city.
Leveston also explained that the Javits Center’s brand identity is led by four messaging pillars —
- A “Center for Inspiration” with a flexible campus that supports world-class events and experiences across industries.
- A place where “Connections Turn Into Movements” as gatherings spark new ideas, collaborations, and cultural moments are cemented.
- Fueled by “People-Powered Excellence” — a workforce and community that power the success of every event and experience.
- Where “Sustainability Meets Heart” as a national leader in sustainable operations, from the green roof habitat to energy and waste initiatives.
She emphasized that, “The golden apple remains at the heart of our brand because it represents the core of the Javits Center spirit.
“Javits Center has stood tall in support of New York for generations, both as an economic catalyst and as a community support system through defining moments like the Covid-19 pandemic and 9/11,” she said. “That spirit begins and endures with our people.”
Leveston’s First Year
Photo courtesy of Javits Center
More than anything, Leveston’s first year at the helm of Javits Center “has been an exercise in vision over execution.” This role required a change in perspective.
“My responsibility now is to define where we’re going, not just how we perform,” she said. “That means investing deeply in our people — through training, certifications, mentorship, and practicing emotional intelligence — so they are equipped to carry that vision forward.”
Looking back on the past year, she reflected on lessons learned: “Transformation isn’t just about strategy or design — it’s about people. When you invest in your team, trust their expertise, give them a voice, and bring them along with purpose and transparency, you don’t just refresh a brand — you strengthen the foundation for which it stands.”
She added, “What made this moment especially meaningful was that we weren’t building something new in a vacuum — we were shaping the next chapter of a 40-year legacy.”
Javits’ Next Chapter
In the coming year, the convention center will be introducing first-of-its-kind technology and becoming the first U.S. venue to introduce carbon insetting that will help them meet their ambitious Net-Zero Carbon Events Pledge.
As Leveston put it, “The future of Javits is about leadership — setting a higher standard for what our industry can be and delivering on it every day.”
