The Surf Lodge
A Montauk Seaside Getaway
About the Project
We partnered with The Surf Lodge to create a cohesive brand experience across digital and physical touch-points. The goal was to use their clean, minimalist, and recognizable logo as inspiration, building upon it, and applying that visual style to their varied collateral. The content needed to represent the chill beach shack vibe, equipped with wide brimmed summer hats, oversized sunglasses, and slow surf lifestyle – in addition to the iconic work hard, play hard energy that the Surf Lodge provides its guests at night. As a world class summer destination for both the NYC crowd, and those coming from all over the globe, their visuals both digitally, and on site needed to represent the full spectrum of that offering.
From website design to watercolor illustration systems, social media content, motion assets, and print collateral, every element was crafted to reflect the relaxed sophistication and vibrant coastal energy of Montauk.
services
We created a website designed as a storytelling hub—functioning both as a booking platform for their sought-after summer concert series and as a window into the unique experience of an extended stay at the hotel, from their delicious food to their casual, beautiful rooms.
To achieve this, we focused on clean editorial layouts, fluid navigation, poppy coastal colors, and immersive, image-driven sections.
We developed a full suite of physical collateral to support a seamless guest experience. This included menus, key cards, matchboxes, and specialty items like lenticular postcards, and 3D glasses for a retro experience; all designed to feel collectible and tactile.
A custom watercolor illustration system was created to introduce a playful, seasonal storytelling layer — reinforcing the brand’s relaxed, sun-washed, coastal identity. It began with an area map, and was so well received, the style was applied across other physical collateral like menu designs for a limited-edition feeling.
