Hospitality is one of the hardest categories to stand out in. Guests decide how they feel about a venue before they taste a single thing — from the sign on the street to the menu on the table. Sixty 9 was new, and it needed an identity that felt established, confident and worth choosing.
The brief was a complete one: not just a mark, but a full brand world — strategy, identity and every applied touchpoint — built to feel cohesive and premium across print, signage and outdoor, all within a tight two-month window.
Before a single mark was drawn, we defined what Sixty 9 should feel like: warm, considered and quietly premium — a place with a point of view. That strategy became the brief for everything that followed.
From there we explored the identity on paper and on screen — testing how the name, the numerals and the supporting marks could carry the brand. The result is a system with personality and discipline in equal measure: distinctive enough to remember, flexible enough to live everywhere a guest meets it.
Identity exploration — testing the direction before committing to the final system
The final identity centres on a confident primary lockup, supported by a secondary mark for the moments where space is tight or scale is small. Together they give Sixty 9 a flexible toolkit that stays unmistakably itself across every format.
The primary Sixty 9 lockup — the brand's signature mark
From first sketches to the alternate lockup — the same idea, refined
A palette built for atmosphere — deep indigo and burgundy for richness, gold for warmth and occasion, and soft neutrals to let it all breathe across print and signage.
A brand only earns its keep when it leaves the artboard. We took the Sixty 9 identity across every touchpoint a guest actually encounters — stationery, signage, outdoor advertising and the venue itself.
Out-of-home billboard — the brand at full outdoor scale
Exterior and on-site signage — the identity as wayfinding and street presence
Stationery and promotional print — the brand applied across everyday collateral
A complete brand toolkit — from the strategic foundation to the pieces guests hold, read and walk past.
"A brand isn't the logo.
It's everything the guest touches on the way to the table."
Portfolio Creative — Sixty 9 Brand Identity
