The Seaport

The Seaport

Outdoor urban scene with people sitting at picnic tables and walking on a city sidewalk, surrounded by historic brick buildings and modern skyscrapers.

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

Subway station corridor with people walking, a large billboard saying "Get Lost. Find New York." and signage for exits and subway lines.

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.

Entrance to Grand Army Plaza subway station with electronic sign displaying directions to New York City, including nearby station information for lines 2 and 3, and an electronic billboard promoting a New York destination.

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

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."

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