The Bungalow
Tourism
Associate Creative Director
2021

The Bungalow

After a year of social distancing and limited travel due to the Covid-19 pandemic, Brookfield Place wanted to offer New Yorkers a much-needed escape—without leaving the city. They launched a pair of seasonal activations designed to transport visitors to a getaway-like atmosphere along their prime waterfront location on the Hudson. To bring this vision to life, our team at Frank was tasked with designing a cohesive identity system that would seamlessly transition between summer and winter while capturing the essence of travel, luxury, and escapism.

Team

Andrew Almeter
Mike Powers
Bliss Maginnis
Shea Satterlee

Naming
Identity
Experiential
Marketing
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Getaway Without Going Away.

Drawing inspiration from Montauk surf shacks, Hudson Valley resorts, and midcentury aesthetics, we developed a custom wordmark that visually connected both initiatives through unique ligatures. "The Bungalow" invited visitors to soak up an upscale beach vibe, complete with bocce ball, summer cocktails, and waterfront relaxation. As the seasons changed, "The Lodge" transformed the space into a winter retreat, where guests could skate on the ice rink before unwinding by the fire. To maintain brand cohesion, we created monograms that distilled the custom wordmark’s essential stylistic elements, making them instantly recognizable across applications—whether on holiday sweaters, surfboards, matches, or other themed merchandise.

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A Staycation On Us

To ensure a consistent look and feel across all touchpoints, we developed comprehensive brand guidelines outlining typography, color palettes, illustrations, and art direction. These elements came together to form a visually immersive and cohesive brand system that seamlessly transitioned across both seasonal activations. Whether online, on-site, or through branded merchandise, every detail reinforced the feeling of escape—turning Brookfield Place into the ultimate New York staycation destination.

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