George’s Bar & Spritz
Italian Inspired. Key West Spirited.ROLEDesign & Art Direction
TEAMBrightwild
Brand Kit
Signage
Website
Brand Collateral
TOOLSAdobe Illustrator
Adobe Photoshop
Procreate
While working as a Co-op at Brightwild, I led the project end-to-end— shaping brand strategy, visual identity, and system applications accross touchpoints.
AN IDENTITY THAT REFLECTS THE ATMOSPHERE
The George’s wordmark anchors the entire identity through contrast—a human-inspired script (and a nod to George himself) paired with a confident, playful sans serif.
The wordmark-exclusive script introduces movement and personality, while the structured type ensures clarity and scalability. Together, they create a mark that feels both intimate & iconic: an extension of the beloved Curry Mansion Inn.
The goal in creating this brand was balance. Playful, but never boisterous. Refined, but never ridgid.
COLOR AND CLIMATE
The George’s color palette draws from vintage sun-warmed citrus, bright apéritifs, and soft natural light.
Rather than leaning into obvious tropical cues in the Key West setting, the color system evokes warmth and energy. The dominant Aperol Orange becomes a recognizable signature accross print, digital, and environmental applications.
DESIGNING FOR THE SPACE
As a fully outdoor bar, the brand needed to perform in natural light—bright afternoons, shifting shadows, moonlit evenings.
High contrast, bold forms and simplified compositions ensure visibility and impact at every scale. The system is intentionally unfussy, allowing people, place, and experience to take center stage.
Supervisor: Elizabeth Baldwin
Director: Dave Imber