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TheFulton

Client

Howard Hughes Corporation, Seaport District

Sr Art Director

Gina Wall

Photographer

UX Designer

Tags:

The wildness of the ocean meets the refinement of French cuisine at Jean Georges Vongerichten's The Fulton.

With only 3 months before opening, I was tasked to create a visual world for The Fulton and a launch campaign that would inspire New Yorkers to discover the power and passion of the ocean at the Michelin-starred chef's first seafood restaurant.

Seafood, Untamed

The Fulton Strategy

Unbounded Passion for the Ocean

As a young man, Jean George was brought to the Fulton Street Fish Market by his father as a way to ignite his passion for cooking. Now as a culinary master and Michilen starred chef, Jean Georges has decided to pay homage to the place that paved his way to culinary mastery by opening his very first seafood restaurant where the market once stood.

Mermaid with a Paintbrush

The Fulton offers Seafood as it should be: wild, resplendent, and reverent. With additional ingredients added only as supporting flavors, each course emphasizes the uniqueness of the seafood itself. The physical space offers a whimsical outlook on sea life and, when paired with the menu, patrons experience seafood in an altogether new way.

Brand Assets

 

Starting with only the logo which was designed by Mucca, renders of the to-be-completed space, and the brand strategy, I created the rest of The Fulton’s visual world. This included color palettes, textural assets and visual tone.

Branding Roll-Out