The owner of The Parkgate, an established Irish bar expanding with a second location in New York’s West Village, sought a bold visual identity that honored the character and history of the original pub while appealing to a downtown audience. The identity needed to feel rooted in tradition yet distinctive within a competitive hospitality landscape.

Drawing inspiration from the iconic wrought iron gate and surrounding light posts near the original location, I developed a graphic system that translated these architectural elements into strong, recognizable visual motifs. The identity leaned into contrast and structure — pairing classic forms with modern typography to create a mark that felt both heritage-driven and contemporary.

The project reflects my approach to brand identity: grounding design decisions in context and storytelling while building a system that can extend seamlessly across physical and digital environments.