In Good Company Hospitality came to us for naming, positioning and full brand identity for a new restaurant in the Shelburne Hotel in Murray Hill, NYC. Over the course of this project duration, we moved through several phases including initial discovery and strategy, followed by a robust design exploration to ultimately deliver brand assets and brand guidelines. 

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Take Care New York captured the brand's tone of voice of being everyday, grounded, trusted and charismatic. The primary logo is hand drawn to emphasize a unique and approachable experience in the restaurant. The minimal yet bold palette allows the hand drawn illustrated elements to feel elevated vs.playful. The brand assets allow the design applications to feel dynamic, personal, modern, and charming. 

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Agency: Selman

Role: Senior Graphic Designer

Creative Director: JP Chirdon