BENY

Patrick Van Rosendaal washed ashore in New York and started his tour guide business with literally nothing. Together, we are building a brand, one step after another. He wrote an inspiring book about exploring the city and meeting its quirky inhabitants; we made it a bestseller. His second book already sold 10,000 copies – and counting. He now employs 30 guides and dreams of setting up a hotel soon; we’re gladly helping him to accomplish the American dream.

  • Client BENY
  • Industry Service
  • Type of work Branding
  • Website BENY

"What can I say, it was love at first sight"

Patrick lived in Paris and London for a while. But how could these cities ever compete with hometown Antwerp? Then, accompanying his (ex-)girlfriend, he set foot in New York and Patrick immediately fell head over heels for another woman: Lady Liberty. So seductive, yet so hard to get. Patrick persevered and – step-by-step – he got to savour the numerous flavours the Big Apple has to offer. He became so passionate he had to share his fascination and knowledge with fellow Belgians; he wants them to experience the city as a true New Yorker. Thousands of walks and 2 bestselling books later, Patrick still can’t shut up about New York. What a guy, what a guide!

Branding that leaves the beaten track

How ironic: a city guide asked us where to go next. Having learned the trade on the Gray Line busses, Patrick soon started his own business as ‘newyork24seven’. It took off and he turned to us to take the brand to another level.

BE Spectacular, Be The City, Be Adventurous, Be The Dream

Yellow, off course. New Yorkers don’t drive a car; they take a taxi, a yellow cab. All BENY guides wear a yellow jacket, what makes them easy to spot, even from a distance. They will take you anywhere too (without the exotic music and accent though). Seeing Patrick is so personally involved, we decided to create a hand-drawn figurine of our hero, popping up in various New York locations and backdrops. These characteristic designs enable us to illustrate famous hotspots as well as rare or fictitious sights; we are only limited by our imagination.

We suggested a strong and straightforward approach, introducing a new name:
BE – By Belgians, for Belgians; that will never change. We are solid.
NY – So many personalities, so many typefaces. You are unique.

1 BE Spectacular, Be The City, Be Adventurous, Be The Dream
2 BE Spectacular, Be The City, Be Adventurous, Be The Dream
3 BE Spectacular, Be The City, Be Adventurous, Be The Dream
4 BE Spectacular, Be The City, Be Adventurous, Be The Dream
5 BE Spectacular, Be The City, Be Adventurous, Be The Dream
6 BE Spectacular, Be The City, Be Adventurous, Be The Dream
Map of different areas in NY
Man with a BENY cap and raincoat

A good guide not only knows the route; he also knows the way of life

Come as a tourist, leave as a New Yorker

Patrick has met tons of fascinating people during his trips and they shared with him their personal stories and thoughts. A great inspiration for BENY’s first book, that takes you on 7 different walks along surprising places to be, to see, to smell… It topped the charts and made people curious for more. Patrick happily obliged with a second book that focuses on colourful Belgians with a special connection to the Metropolis: 20 hard-core aficionados dispense advice on both extraordinary and everyday aspects of the New York lifestyle.

The portraits were all provided by Robert Caplin, a friend of Patrick’s and an esteemed photojournalist for the New York Times and the Wall Street Journal amongst others.

1 Man with a BENY cap and raincoat
2 Man with a BENY cap and raincoat
3 Man with a BENY cap and raincoat
4 Man with a BENY cap and raincoat
5 Man with a BENY cap and raincoat
6 Man with a BENY cap and raincoat

So many walks, so many ways to experience this vibrant city

Man with a BENY cap and raincoat
Man with a BENY cap and raincoat

Did you know the Empire State Building is so frikkin huge it even has its own postal code*? Eat that ‘Beverly Hills 90210’!

Made in Belgium to make you look

We take the BENY brand to the streets – home sweet home – with eye-catching materials that make the guides stand out. The website combines striking design with functional layout to immerse visitors into Patrick’s wondrous world.

Man with a BENY cap and raincoat
Man with a BENY cap and raincoat
BENY buttons

It’s a course, not a tour

BENY website on a Mac
BENY website on a Mac
BENY website on a Mac
BENY flag