Jd&co. Design Studio

33 HOTEL NYC · SEAPORT
Rebranding Project

Part 01 — Introduction

33 Seaport Hotel NYC · Seaport is an intimate escape nestled among the cobbled streets of Downtown Manhattan’s historic South Street Seaport.

The hotel offers luxury amenities and personalized service, providing guests with a welcome respite from the energy of the city.

JD&Co. Creative was commissioned by the hotel and its owner, SONO Hospitality LLC, to comprehensively revise the logo and all related collateral.

The updated identity introduces refined design elements that reflect the hotel’s evolving character, while establishing a cohesive and flexible system designed to grow with the brand as it expands globally.

뉴욕 맨해튼 사우스 씨포트에 위치한 33 호텔 리디자인 프로젝트를 마쳤습니다. 33 호텔은 한국의 소노그룹(Sono Group)이 인수한 고급 부티크 호텔입니다.

저희는 로고를 포함한 전반적인 브랜드와 다양한 애플리케이션을 리디자인하여, 호텔의 품격과 서비스, 그리고 고객 경험 전반을 한층 더 고도화했습니다.

33 HOTEL NYC · SEAPORT
Rebranding Project

Part 02 — Brand Identity System

All assets are carefully developed and consistently applied across platforms to maintain a cohesive identity.

01 — Logotype
The logotype was meticulously customized for 33 Hotel. Every detail is precisely considered— from consistent stroke weights to refined serifs and calibrated spacing—creating a sharp and lasting impression across all touchpoints.

02 — Color
Color plays a central role in defining the brand. South Street Brick, inspired by the hotel façade and surrounding architecture, reflects the character of the Seaport district.
Seaport Navy, drawn from the waterfront nightscape, captures the calm atmosphere and sense of place unique to 33 Hotel.

03 — Typefaces
Typography is a key element of the identity system. Miller Banner conveys luxury and modern elegance through its refined details. Indivisible ensures clarity and readability across applications, while Sweet Sans Pro functions as an accent, adding a subtle and distinctive tone.

04 — Seal & Medallions The medallions serve as alternate expressions of the identity, capable of standing independently across applications such as events and merchandise. The seal is used as a subtle finishing element, applied discreetly to enhance the overall composition.

33 HOTEL NYC · SEAPORT
Rebranding Project

Part 03 — Key Collaterals

The key collateral pieces were crafted using refined printing techniques, with papers and finishes selected in close collaboration with skilled vendors, maintaining a high level of quality within budget constraints.

The keycard and sleeve were designed as a unified system, where the medallion aligns precisely with the circular die-cut, allowing the two elements to complete the composition together.

33 HOTEL NYC · SEAPORT
Rebranding Project

Part 04 — Pattern

The symbol is inspired by an open-winged ladybug, evolving into a distinctive, ownable form with strong potential for pattern development.

Compared to the previous, more organic version, this refined shape allows for a wider range of structured patterns beyond simple horizontal or vertical repetition.

The base unit is carefully constructed for balance and symmetry, with consistent proportions and perfectly circular dots. This enables the symbol to transform into playful yet organized patterns across various applications.

Built on precise geometric rules—combining squares, circles, and ovals—the system generates visually engaging and structured compositions.

Through rotations, flips, and repetition, a diverse range of patterns emerges while maintaining the clarity and character of the original symbol.

33 Seaport Hotel NYC • Seaport is an intimate escape nestled among the cobbled streets of Downtown Manhattan’s historic South Street Seaport. The hotel offers luxury amenities and personalized service, providing guests with a welcome respite from the energy of the city.
JD&Co. Creative was commissioned by the hotel and its owner, SONO Hospitality LLC, to comprehensively revise the logo and all related collateral in order to enhance visual communication in a more sophisticated and engaging way. The updated brand identity introduces new design elements that reflect the hotel’s evolving character while establishing a cohesive and flexible system designed to grow with 33 Seaport Hotel as it expands into a global brand.
뉴욕 맨해튼 사우스 씨포트에 위치한 33 호텔 리디자인 프로젝트를 마쳤습니다. 33 호텔은 한국의 소노그룹(Sono Group)이 인수한 고급 부티크 호텔입니다. 저희는 로고를 포함한 전반적인 브랜드와 다양한 애플리케이션을 리디자인하여, 호텔의 품격과 서비스, 그리고 고객 경험 전반을 한층 더 고도화했습니다.

33Hotel NYC•Seaport Brand Identity System
All assets are carefully developed and consistently applied across platforms to maintain a cohesive identity.
1. Logotype
The logotype was meticulously customized for 33 Hotel. Every detail is precisely considered—from consistent stroke weights to refined serifs and calibrated spacing—creating a sharp and lasting impression across all touchpoints.
2. Color
Color plays a central role in defining the brand. South Street Brick, inspired by the hotel façade and surrounding architecture, reflects the character of the Seaport district. Seaport Navy, drawn from the waterfront nightscape, captures the calm atmosphere and sense of place unique to 33 Hotel.
3. Typefaces
Typography is a key element of the identity system. Miller Banner conveys luxury and modern elegance through its refined details. Indivisible ensures clarity and readability across applications, while Sweet Sans Pro functions as an accent, adding a subtle and distinctive tone.
4.Seal & Medallions
The medallions serve as alternate expressions of the identity, capable of standing independently across applications such as events and merchandise. The seal is used as a subtle finishing element, applied discreetly to enhance the overall composition.

The KEY COLLATERALS
The key collateral pieces were crafted using refined printing techniques, with papers and finishes selected in close collaboration with skilled vendors to maintain a high level of quality within budget constraints. The keycard and sleeve were designed as a unified system, where the medallion aligns precisely with the circular die-cut, allowing the two elements to complete the composition together.

The PATTERN
The symbol is inspired by an open-winged ladybug and designed as a distinctive, ownable form with strong potential for pattern development. Compared to the previous, more organic version, this refined shape enables a wider range of structured patterns beyond simple horizontal or vertical repetition. The base unit is carefully constructed for balance and symmetry, with consistent proportions and perfectly circular dots, allowing the symbol to transform into playful yet well-organized patterns across various collateral applications.
Because the units follow precise geometric rules—combining square structures with circles and ovals—they generate visually engaging and highly structured compositions. By applying rotations, flips, and repetition based on the unit’s exact proportions, the system produces a variety of patterns while maintaining the clarity and character of the original symbol.

The Buggy Factory BI Project

The Buggy Factory by Southern Pines Brewing Company is a brewery, restaurant, cocktail bar, and outdoor venue located in historic downtown Carthage, NC.

JD&Co. crafted the full brand identity, including menus, signage, packaging, and photography—bringing the spirit of craft brews, Detroit-style pizza, and live music to life