I was brought on to this exciting project to help conceptualize the branding and look for The Phoenix. The lounge wants to place itself as a waypoint between the elegant history of the Hollywood Hills and the modern design of the mercurial Venice, CA. Research began by seeking out the crème de la crème of not only the current bars/lounges of the world, but those of the past as well.
The Phoenix’s branding is striking yet elegant, bold yet subdued, refined with an edge. A mix of many things, the brand is one patrons will remember and associate with their exclusive night out in this eclectic city.
A Phoenix rises in flight towards one blazingly bright star in the night sky. It is a light against the mysterious dark landscape. All points lead to that star as the Phoenix almost becomes one with the light and the two elements enhance each other. A modern take on an art deco font was used to meld old Hollywood with modern luxury.
