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The bar and restaurant business in New York is brutally competitive. So, when we developed the branding for "Jimmy" - a brand new bar set high atop The James hotel in SoHo, we knew it would be a challenge to set it apart from the many rooftop bars that have emerged in recent years.
Working with The David Burke Group and nightlife veterans Larry Poston, Johnny Swet, and David Rabin, we developed Jimmy's brand identity and materials to position it not as a trendy new seasonal rooftop bar, but as a timeless, year-round New York city bar that just so happens to be on the roof. The visual identity and materials we developed emerged directly from this positioning. A simple, black and white palette. A classic typeface drawn from mid-century magazines like Esquire. We even developed a handwritten "signature" for Jimmy, which was used on all printed materials as an analog sign-off. In addition, we developed the Jimmy website (JimmySoHo.com), which in is absolute simplicity, grided layout, and attention to detail, adheres strictly to the principles of pre-digital, print-driven design. |
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