We always strive to create engaging, quality work and pour ourselves into each challenge with which we are faced. Our clients recognize this and that's why it was no surprise when one of our long-time clients, Hyatt Hotels and Resorts, contacted us with the task of naming their new restaurant in Midtown, Manhattan.
On the street level of the Hyatt Times Square, you will find T45, a restaurant that puts a sophisticated, modern take on classic American fare. Mixing the energy of Broadway with an eclectic style, T45 creates a new dining experience that blends familiar retro elements with exciting modern touches.
We began with extensive research on the location, menu offerings and cultural influences of the restaurant. After narrowing our long list of carefully formulated names and taglines,"T45 Midtown Diner" was selected. The "T" symbolizes it's proximity to Times Square and the "45" represents it's location on 45th street.
Next, we crafted a logo that combined Broadway-inspired components with the restaurant's energetic and electric aesthetic. Finally, we began development of the menus, which delve deeper into the fusion of retro and modern. The design makes heavy use of overlaid illustrated elements from various eras as a nod to the eclectic nature of the restaurant itself.
Overall, the main thing we took away from this project is that working hard and having fun don't have to be mutually exclusive. Sometimes all you need is a bittersweet mixture of blood, sweat and (happy) tears to achieve success—to create something new yet instantly classic.
– DJ Sherman, Junior Designer
