Porchlight is a brand identity project for a NYC bar & restaurant with Southern warmth and urban sophistication. The work delivered a distinctly fresh point of view in a competitive scene while providing a brand system built to grow and flex.
Selection of concept sketches exploring approaches to the logomark design
The visual identity was crafted by blending Americana visual ephemera with a contemporary design sensibility.
Highway signage informed the logo design. Found imagery was used to develop custom illustrated graphics. Automotive paint standards and advertising helped define the brand typography and color palette. It’s a cohesive identity that translates nostalgia and regional experiences into narrative that celebrates history and place.
Matchbooks borrow quotes and phrases from popular American writers, artists, and celebrity-types
Found imagery layered on printed collateral for warmth and texture
From printed collateral to physical signage, the works ensures every touchpoint reflects the bar’s character. Care and attention were essential in both the preparation of print-ready files and communication with production vendors.
Printed collateral in a variety of materials and finishes
Multiple coaster designs for layered visual experience
Custom card deck design featuring found imagery of hats
Porchlight showcases the impact of timeless design to tell stories that connect to real people and offer a unique experience that invites them in like moths to a flame.