Seaport Vision

The next chapter for a storied New York district

Howard Hughes Corporation, in collaboration with the South Street Seaport Museum and Skidmore, Owings, and Merril, has produced a new vision for the historic Seaport District in Lower Manhattan.

We created a unified verbal and visual brand for the initiative, then designed, built, and produced the website and content, helping audiences understand both the benefits as well as the process ahead.

Services

Research & Strategy

Branding

Messaging & Copy

User Experience

Web Design

Development

Highlighting commitment

Successful urban design requires a careful integration of creative thinking and community engagement. We helped Howard Hughes showcase their robust efforts to welcome input and convey their respect for the history and character of this unique area, all while emphasizing the need for change and the district's storied role as a hub for innovation and evolution.

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Distilling complexity

Delivering the myriad benefits of the Seaport Vision plan hinges on a complex set of zoning rights transfers, public review periods, and commission approvals. Across the brand and website – from the color choices, custom illustrations, and copywriting to the clear display of information, we made that complexity easy to navigate and understand. The website candidly acknowledges each step on the journey while keeping the emphasis on what residents, visitors, the neighborhood, and the city stand to gain.

Planning for evolution

Urban plans are shaped by community input, elected leaders, and planning commissions over years. With this many moving parts, the one constant is change. From day one, we took the long view, leading to a smart system that anticipates these changes. The result is an integrated, flexible, modular communications platform that spans brand, digital, and content needs.