Montauk Mainstay

Montauk Mainstay

Design of logo, visual identity, responsive e-commerce website, and art direction of photography for Montauk Mainstay, a Montauk-based apparel start-up. Worked closely with founder Peter Moore and branding consultant Mary Ellen Gordon. Consulted on content for blog and on social media strategy. 

Montauk Mainstay partners with old-school local businesses for whom they develop a line of custom logo tees, sweatshirts, and other accessories. We designed a responsive website that is both a travel guide and a shop where visitors can purchase a piece of Montauk’s unique character.

In addition to selling logo tees, the salespeople at the brick-and-mortar location offer advice  on where to go in Montauk. Our goal was for the website was to offer the same personalized insider intel — to keep people returning to the site.  

Each of the twelve shops are represented on the home page by a thumbnail leading to its corresponding shop page. Each shop has a unique product line and tells the story of its unique character through photography, quotes, and essential stats. Mainstay Journal, the site's blog, features short stories about Montauk, it’s characters, things to do, and store announcements.

We commissioned photographer Randy Harris, who rode his bike around Montauk, to capture the quirks of this drinking town with a fishing problem.

Development of site map and wireframes


Client: Peter Moore, Montauk Mainstay
Logo, Visual Identity, UX/UI, Design: Cybele Grandjean & Kevin Brainard, Area of Practice
Lifestyle Photography: Randy Harris
Product Photography: Robert Spica, Area of Practice
Brand Strategy & Voice: Maryellen Gordon, Stable of Content
Front-End Development: Krista Fuentes