Creating a kids universe at the Seaport
How do you create a brand for kids out of other brands?
Branding, print, web
The Howard Hughes Corporation owns the South Street Seaport area in New York's Lower Manhattan/Financial District. They asked me to create a brand that would allow them to aggregate and feature all the kid-related activities and specials the area had to offer. The brand needed to house a wide range of businesses, ranging from restaurants to bookstores to museums. It would need to function as its own brand, but be respectful of the various companies' identities.
Introducing Sammie the Seagul
As we explored different systems, it became clear the brand needed a central figure that would act as a hero/stand-in for the customer as they explored the Seaport universe. Sammie the Seagull at a port flies high above the action and is aware of all that's happening (and where to get the best food.)
A playful universe
To give the brand depth and versatility, we created a colorful abstract system out of geometric shapes. Its visual flexibility and fluidity as a graphic system would allow the brand to fit in easily with the other brands at the Seaport.
An animated world
As Sammie caught on, more and more vendors and attractions asked us to feature their kids-related specials and activities around the Seaport. The geometric system we had designed proved to be remarkably versatile. I worked with our animators to place Sammie all around the Searport on platforms like Instagram.
Skills
Art direction
Brand strategy
Identity design
Animation art direction
Website design
Packaging design
Web development
Deliverables
Full range of print & digital
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