Project Brief:

The purpose of this project was to brand a new San Francisco-based nightlife lounge.

With such a vast and diverse nightlife scene in the city, we took advantage of the unique location at which the lounge would be situated – the Mission District – known for its wide collection of dive bars. This gave us the opportunity to play to an audience accustomed to the downtown nightlife experience while engaging a new location-centred clientele.

This project called for a full-scale branding endeavour including brand identity, web design, launch collateral and marketing management.

We used co-creation processes with the parent company to better understand the business and desired customer demographic.

Through discussion with the architect, interior designer and other stakeholders, our designs resulted in an Industrial-Victorian inspired aesthetic evoking an upscale, moody and timeless ambience. The visual identity put the customer at the centre of attention with the appropriate mantra: “Have you been served?”


Responsibilities included: Art direction. Brand graphics & management. Advertising.

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