Southwest Porch at Bryant Park

When Southwest Airlines began serving LaGuardia Airport, they decided to skip the usual advertising methods and present New Yorkers with a summertime gift instead. With the Southwest Porch, they transformed the southwest corner of Bryant Park into an oasis of rocking chairs, porch swings, and cold drinks. We were hired by Civic Entertainment Group to develop the brand identity.

 

We based the restaurant identity on Southwest Airlines secondary wings logo. New Yorkers want authenticity, and this allowed us to minimize the corporate vibe, while staying on brand.

Beyond the signage, we developed a wide variety of components including the menu, uniforms, beer labels and even a branded checker board.

In its first summer, the brand interacted with 125,200 Porch visitors, generated $4 million in marketing value, and 100 million media impressions.

Initially planned as a three month pop-up restaurant, the porch has become a fixture in the park since 2012