South Shore Bayway

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Established through a partnership of government, businesses and community organizations, the South Shore Bayway is a network of over 50 recreational, historic, cultural and naturally beautiful maritime locations along Long Island, New York’s scenic South Shore.

The project, sponsored by the Long Island South Shore Estuary Reserve Council (SSER), was conceived to build awareness of the region’s fragile beauty, to educate residents and visitors, to encourage environmentally sensitive redevelopment and promote responsible enjoyment of this irreplaceable natural resource. The biggest challenge faced by the Bayway project was that except for the people involved, no one knew it existed.

The Wanderlust team was contracted to design a graphic identity system, way-finding signage, an informational website and collateral materials for the South Shore Bayway project. The marketing objective was to create a campaign to help people understand what the Bayway is and why it’s important to them.