After a year of social distancing and avoiding travel due to the Covid-19 pandemic, Brookfield Place felt that New Yorkers deserved a staycation. They decided to host a pair of seasonal initiatives, inviting the city’s residents to “escape” to their prime waterfront location on the Hudson.
They tasked our team at Frank with designing an identity system for these activations that would work across the seasons. We crafted logos and iconography that evoke the attitude of vacation, while staying true to the spirit of the city. New Yorkers can beat the summer heat, toss the bocce ball, and sip a refreshing cocktail amid the upscale beach vibes of “The Bungalow.” And as the weather grows cold and the days draw short, they can celebrate the holidays, skating the ice rink before relaxing to the cozy atmosphere and warm firelight of “The Lodge.”
We needed to visually express feelings of travel, luxury, and escapism. Drawing inspiration from Montauk surf shacks, Hudson Valley resorts, and midcentury aesthetic, we designed a custom wordmark with each initiative tied together by unique ligatures. This created a stylistic throughline, visually linking both seasons.
Monograms were constructed using the essential stylistic elements of the custom wordmark. The monogram can easily be integrated with select illustrations and imprinted across various items such as holiday sweaters, surfboards, matches, and other themed accouterments. The brand guidelines for both initiatives set clear standards for illustrations, colors, typography, and art direction to ensure a consistent look and feel throughout each experience. The brand’s colors, typography, monograms, and illustrations combined to create a unique and memorable system, unifying both summer and winter initiatives across digital and on-site properties.
ROLE: Senior Designer
DUTIES PERFORMED: Brand Identity, Experiential