Creative Director Robert McKinley approached Revolver New York to envision the brand identity for Surf Lodge, his first venture in Montauk. “The Surf Lodge was my dream beach house,” Rob says, “a clubhouse for my group of surfing friends and our little community.” The antithesis of the opulence of New York City and the Hamptons, Surf Lodge is an expression of summer freedom and a retreat in every sense of the word.
It was important that our work for Surf Lodge reflected Rob’s vision. Revolver New York created a flag-inspired logo for Surf Lodge. Rendered in a sun-bleached color palate, the collateral we designed embodied a very simple, streamlined aesthetic that mirrored the hotel’s beachy, relaxed vibe.
The Surf Lodge has become an international, much sought-after destination for local and international travelers. Revolver New York’s work for Surf Lodge was instrumental in ensuring that the brand is infused throughout the hotel experience - from the matchbooks to the menus to the logo.