Zagat

Zagat

Zagat

Zagat

A reintroduction for the pioneer of user-generated restaurant reviews

A reintroduction for the pioneer of user-generated restaurant reviews

A reintroduction for the pioneer of user-generated restaurant reviews

A reintroduction for the pioneer of user-generated restaurant reviews

Brand Refresh
Animation
Campaign Design
Scope
Brand Identity
Animation

Zagat is 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. Franklyn’s task was to create a brand that serviced and articulated this return to form of a great American heritage brand.

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Typographic System

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.

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Get Griddy



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.

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Credits

Creative Director: Michael Freimuth
Design Director: Scott Cress
Designer: Tess Havas

Animations: Tess Havas
Writers: Scott Cress, Zagat Users

See More Work

See More Work

See More Work

All work © Scott Cress