Jimmy Soho

A Classic New York Bar. (18 stories up)

Working with The David Burke Group and nightlife veterans Larry Poston, Johnny Swet, and David Rabin, we developed the branding for the new bar on the rooftop of The James hotel, including the visual identity, materials, signage, and website.

Rather than splashy graphics, we opted for a simple, black and white palette and a classic typeface drawn from classic mid-century print publications. We also developed a handwritten "signature" for Jimmy, which was used on all printed materials as an analog sign-off.

Client: The Burke Group