The St. Laurent Social Club
01 — Project Details
Telling the new story of an historic space.
The re-opening of the St. Laurent Social Club, a classic Asbury Park hotel that first opened in 1886, was a meeting of old and new.
Agency: TPD Design House
Scope: Brand Messaging, Voice Guidelines, Web Copy
Celebrating its modern amenities and vintage appeal, we created a brand identity that celebrates the hotel’s history — and its vision for the future.
02 — Scope & Strategy
Creating a thoughtful brand story was paramount to introducing this new concept to Asbury Park’s discerning regulars. I created ownable messaging to give the St. Laurent a clear point of view, welcoming everyone to discover the reinvented destination.
Part of the fun was developing ancillary taglines for the hotel’s branding toolkit. These became playful motifs scattered throughout web, social, collateral, and more.
03 — Brand Messaging
Story & Mission.
The St. Laurent Social Club is Asbury Park’s meeting ground for good people and good times. Housed in the beloved former Hotel Tides, the St. Laurent celebrates the heyday of old Asbury while embracing the modern magic of its present.
The St. Laurent Social Club gives guests a place to live, work, and socialize.
Community.
We believe a place is truly defined by its people — and that starts with you.
You like good drinks, good food, good people. You like familiar faces and getting to know new ones. You probably make a mental bucket list every summer, whether it’s slices at Maruca’s or a show at The Stone Pony. If you work remotely, you turn it into a moveable feast, one that’s even better with a side of the ocean. You savor perfect summer days and long summer nights when time slows down.
Welcome to your place in Asbury Park.
