BENY
Building a brand, one step after another
Patrick Van Rosendaal started his New York tour guide business with nothing. Together we are building the BENY brand, step by step. He now employs 30 guides, has written bestselling books and dreams of setting up a hotel.
The story behind the work
What was the challenge?
Patrick Van Rosendaal washed ashore in New York and started his tour guide business with literally nothing. He had lived in Paris and London for a while, but those cities could hardly compete with hometown Antwerp. Then he followed his (ex-)girlfriend to New York and fell for Lady Liberty. Step by step he got to know the many flavours of the Big Apple. He wanted to share his fascination and knowledge with fellow Belgians, so they could experience the city as a true New Yorker. Having learned the trade on the Gray Line busses, he started his own business as 'newyork24seven'. It took off. Then he turned to us to take the brand to another level. How ironic: a city guide asked us where to go next.
What choices did we make?
Yellow. New Yorkers take a taxi, a yellow cab. All BENY guides wear a yellow jacket, so they are easy to spot, even from a distance. Like a cab, they will take you anywhere, though without the exotic music and accent. Patrick is personally involved in everything he does, so we created a hand-drawn figurine of our hero. He pops up in various New York locations and backdrops. These characteristic designs let us illustrate famous hotspots as well as rare or fictitious sights. We are only limited by our imagination. We also take the brand to the streets, home sweet home, with eye-catching materials that make the guides stand out.
What did we create?
The hand-drawn figurine of Patrick, eye-catching materials for the guides and a website that combines striking design with a functional layout. The website immerses visitors in Patrick's world. We also helped make his books a success. The first one takes you on 7 different walks along surprising places to be, to see and to smell. It topped the charts. The second book features 20 colourful Belgians with a special connection to New York. The portraits are by Robert Caplin, a friend of Patrick's and a photojournalist for the New York Times and the Wall Street Journal, among others. It has sold 10,000 copies and counting. In September 2018 came a third book. Patrick, his wife Ineke and their daughter Marie show adventurous families where to go, with tips and fun facts for kids of all ages. Patrick now employs 30 guides and dreams of setting up a hotel.