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.
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.
All work © Scott Cress