Highball

Featuring an overhanging terrace around the 11th floor of the hotel, the cocktail bar hovers over the boundless energy of Times Square, delighting spectators with a cast of cocktails and delectable shareable plates. Highball is inspired by the spirit of possibility, tapping into the district's cultural renaissance, by and large ushered in by TSX Broadway.

Translating the eclectic melting pot location to a dynamic visual identity, the typographic elements of the brand give the identity an artistic tone of voice. A type collection with different heights and weights builds a spirited and flexible typographic system. An overhang jutting out from the crossbar of the letter 'H' in the logotype nods to the bar's terrace, wrapping around the outside of the hotel. A set of ownable illustrated marks are referenced around the core letter 'H', with tall, exaggerated forms and sharp lines.

Together, brand elements capture an energetic, eclectic, and sophisticated identity for this vibrant cocktail bar, offering a perfect blend of flavorful libations and culinary creations.