Naming

As this was the first concept of its kind, our approach was built on an exhaustive research phase that ultimately led us to position this rooftop bar and restaurant as the premier locale for happy hours, weekend adventures, and business travel. After many ideating sessions, we landed on the name “High Note”, playfully pointing to the bar’s elevated location while encouraging travelers to begin or end their night on a High Note. The rooftop bar and restaurant stands proudly above Midtown’s art district with unique views and unique food and beverage offerings, all of which were taken into consideration when developing this brand.

Branding

Once naming was completed and High Note was properly positioned from a messaging standpoint, we moved into establishing the visual identity. We incorporated a fresh and sophisticated color palette that was heightened by the open-air venue, and also hand-selected textures that would be utilized throughout the branding and pair nicely with the space; like terrazzo, weathered blue paper, light bare wood, and leather. We developed a logotype that is structured and bold, utilizing a slab serif with an outline stroke, creating depth. The lockup is complemented with a condensed sans serif and a tracked-out sans serif. The short mark connects the H and the N, symbolizing the connection that the AC and Moxy hotels have in this concept. The brand is seen throughout the physical space on various pieces of collateral – print menus, coasters, napkins, apparel, and signage – as type lockups and assets that reinforce the location of the rooftop bar.