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The Seaport

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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

growth stage: PUBLIC

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Services

  • AUDIENCE PERSONAS

  • brand campaign

  • CrEAtIVE STRATEGY

  • social strategy

the ask

Help The Seaport reclaim its place on New Yorkers' cultural radar with a brand platform and marketing campaign that revitalizes the neighborhood's identity and drives visitation.

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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.

People walking in a subway station corridor with signs overhead and a large sign on the wall that reads 'GET LOST. FIND NEW YORK. The Seaport'

EXECUTION

Campaign translation

2x4 hired me to help develop The Seaport's complete campaign concept and language system across OOH, social, and experiential touch points. I built creative and media strategies to relaunch the brand, including Instagram strategy and social team onboarding with ongoing creative direction.

Screenshots of four Instagram posts about New York City, with images of city streets, a waterfront, a ship, and a lively outdoor dining area.
Black poster with white text promoting The Seaport in New York City, highlighting neighborhoods like Downtown, East River, and the intersection of then and now for finding New York.
Subway car interior shows route signs for Long Island City, Court Square, Brooklyn, 18 Av, McDonald Av, with a green G train symbol, a map on the side, and an advertisement above that says "Get lost. Find New York."

Project Team

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