User-generated restaurant reviews since 1979, Zagat needed to lean on its roots for it’s reintroduction to the world.
- Brand Identity,
Zagat was the originator of crowd-sourced, user-generated content and reviews, providing a medium for the voice of everyday consumers. But after a decade behind a paywall and an acquisition by Google, the focus had been shifted away from what was so important to the brand: the voices of the community.
In March 2018, The Infatuation acquired Zagat with plans to return to the brand’s roots via a new user-generated review platform. Launching their new app in Miami in 2021, Franklyn’s task was to create a brand and launch campaign that serviced and articulated this return to form of a great American heritage brand.
The core brand identity is centered around typography – with the dry charm of Neue Haas Grotesk capturing the voice of masterbrand, and a diverse suite of complementary typefaces representing the voices of its user-generated community.
Taking cues from 1970's modernism, the brand employs a strong but flexible rule-based grid system to provide a cohesive underpinning to all Zagat media.
- Animation Johnny Lee