Named one of Fodor’s top 11 trendiest Hotel’s in the world, THE OUT NYC, is located in Hell’s Kitchen and New York City’s first Straight-Friendly Gay Resort. THE OUT NYC has everything from an impeccably designed hotel, an acclaimed restaurant (KTCHN)and a nightclub (XL) run by Roxy impresario John Blair.
THE OUT NYC hired me to build it’s brand–from naming to identity to website.
I developed a brand position for the resort that did not focus on a gay clientele and focused more on the amenities and social aspect of the hotel. I did not want novelty, we thought about creating a brand in a world where gay marriage and a gay resort were commonplace. We created a rhythm of images/visuals around the resort experience: