The Seaport
Brand Identity, Art Direction, Naming,
Campaign, Website, Social
Client — Howard Hughes
Team — 2x4
Photographer — Don Stahl
Role — Senior Design Lead
As one of the earliest ports in New York and a cornerstone of the city’s history, the Seaport neighborhood has evolved from a hub of trade to a cultural and commercial destination. Looking to reinvigorate the neighborhood, Howard Hughes Corporation partnered with us to reframe the Seaport in the minds of New Yorkers and visitors. We developed a new brand strategy, naming, visual expression, and brand voice as well as a citywide and social media campaign. Our campaign captures an irreverent New York tone and sensibility, through the tagline to “Get Lost. Find New York.” The custom typeface we designed is accented by playful iconography that embodies the eclectic and vibrant character of New York City streets and and the historic nature of the Seaport.
