The Seaport

The Seaport

The Seaport is New York City’s oldest neighborhood. It’s gone through many evolutions, but in recent years, the area has struggled to attract visitors

The Ask

Develop a brand platform for the Seaport and bring it to life through marketing.

For many New Yorkers, The Seaport had lost its local feel or wasn’t on their cultural radar at all.

The Howard Hughes Corporation needed help revitalizing the area, so they hired 2x4, a global design consultancy based in NYC, to develop The Seaport brand, rewrite the neighborhood’s story, and inspire people to visit.

2x4 hired me to help translate the Seaport’s new brand identity and strategy into a marketing campaign.

Strategy

Get Lost, Find New York.

An irreverent invitation to discover the Seaport and its unexpected trove of adventures— a blend of the neighborhood’s gritty, old world charm and modern cultural attractions.

Action

Brand Campaign

— Partnered with the 2x4 team to develop the concept, language system, and campaign across OOH, social, and experiential

— Provided media strategy and recommendations

— Built out creative strategy and recommendations to relaunch the Seaport’s Instagram

Brand Behaviors

— Onboarded new social media team and provided ongoing creative feedback

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Design Credits: The Seaport Campaign

Design Credits: Seaport Launch Campaign

Studio: 2x4

Creative Director: Georgianna Stout

Design Director: Sung Joong Kim

Strategy and Design Team: Gina Shin, Ian Beckman, Sean Dong

Strategy Consultant: Menaka Iyer

Producer: Satomi Blair

Project Manager: Gala Delmont-Benatar