Surf Lodge Co.
Refashion the identity, story, and presence for a hospitality company that defies expectations.
- Art Direction
- Brand Identity
- Brand Positioning
- Content Creation
- Copywriting
- Photography Art Direction
- Social Media Direction
- Web Design
- Web Development
The Surf Lodge is a waterfront hotel, restaurant, beach club, and music venue on Montauk, Long Island.
It, and its sister property in Aspen, The Snow Lodge, celebrate the places, landscapes, and cultures they inhabit through food, drink, music, art, literature, film, wellness, fashion, and the makers and minds who create them.
In conversations with founder Jayma Cardoso and her team, we learned that so much about The Surf Lodge experience is about being there, immersed in a moment, whether as part of the fervor of the front row for a performance, sharing plates of delicious things, or paddling into the surf at sunrise.
The reimagined website puts the fresh identity into the digital space to bring together the two properties. The site is intentionally designed to effortlessly add new properties as the company continues to evolve over time. The intuitive interface invokes subtle hue changes upon scroll and allows visitors to easily book rooms, secure tickets to upcoming shows, make reservations at the restaurant or the beach or snow club, depending on the season.
A collection of abstract graphic illustrations highlight the brand’s original, immersive musical, art, food, beverage, and wellness experiences. Primary and secondary logotypes boast unique letterforms that create flexibility and visual interest across platforms.
Jayma and her team are known for pulling off incredible events and feats of hospitality in tight timeframes. That sense of things in constant motion juxtaposed with the calm of the oceanfront location intrigued us. The strategic premise we created: beautiful chaos, symbolizes the brand’s dynamism, sets it apart in a competitive landscape, and is ultimately the indescribable “thing” that keeps guests coming back for more.
A robust social media guide offers templates that welcome discovery, promote events, and allow a window into the brand’s ever-unfolding magic. And, it nurtures a growing community of local and global guests and fans, musicians, creatives, makers, and wellbeing practitioners.
After fifteen years of business, we wanted a fresh take on our branding. They were able to dive into the core of our brand and paint a picture that will help transcend. They think completely differently and have been able to bring my vision to life. I’ve finally found someone who understands my beautiful chaos.
