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Amy Gadbois | Kate Bingaman-Burt | Art 225

have you ever wanted to find


Creative Brief | The Basement | Art 225

Finding Refuge At The Basement you will find refuge, communicate with people on a more intimate level and drink with class. You may feel a little out of place at first, but that’s normal. Once you get into the swing of things you’ll realize how good refuge from the outside world really is. Sometimes people need to disconnect for a little while, so why not enjoy a drink and a few intelligent or ridiculous conversations while you’re at it? All cellphones, tablets, and laptops are of no use here at The Basement. You’ll be unable to connect to a wi-fi network, and since we’re located underground you won’t be getting any bars at this bar.

get away for a while.




Branding | The Basement | Art 225

it’s all in the mark.


Creative Brief | The Basement | Art 225

The Basement Branding Here at The Basement we designed our mark to re p re s e n t u s a s s l e e k , s exy, a n d s o p h i sticated while also maintaining a fun and inviting feel. Within the uppercase B we use the two counters to represent the outside world and then our business. The top half represents society being darkened by all the technology that we surround ourselves, blinding us from what matters. The lower half represents us as a business. The diagonal lines serve as stairs going down to a place where you can unplug and disconnect from technology while getting in touch with people and friends.

Creative Brief | The Basement | Art 225



Gotham HTF | Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham HTF | Light Italics

CMYK 100, 100, 25, 25 RGB 38, 34, 98 HEX # 262262

CMYK 64, 100, 0, 0 RGB 122, 42, 144 HEX # 7A2A90

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham HTF | Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

CMYK 0, 31, 95, 13 RGB 223, 162, 32 HEX # DFA220

CMYK 0, 10, 25, 0 RGB 255, 255, 23 HEX # FFDE17

CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX # 000000

CMYK 0, 0, 0, 0 RGB 225, 225, 225 HEX # FFFFFF

Gotham HTF | Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


we’ll help you

Get Around.

Wayfinding | The Basement | Art 225

find your way. 8

Wayfinding | The Basement | Art 225

unplug for awhile Finding Your Way When you walk into The Basement you will enter a small room and be welcomed by an elevator door saying “Unplug For Awhile”. This is your chance to let your friends know on Facebook, Twitter, and Instagram that you’re ‘going away’ for awhile. When the elevator doors open you will walk inside to see the message, from behind a window within the elevator, “refuge awaits you.” As you make your way down the elevator shaft you will see the whole logo along with a welcoming into the bar. At this point you have finally reached refuge, you’re officially unplugged. Please feel free to lock up your belongings in one of the lockers provided or keep them on your person. Whatever you do, just sit back, relax, and enjoy the time you have away from technology for awhile.

Wayfinding | The Basement | Art 225

Bar & Seating Library Lounging Area

Restrooms Additional Seating

welcome back. Glass Signage The signage at The Basement is all made up of glass panels and subtle lighting that emulates the colors of our branding. We chose to use glass because we think it represents clarity and calmness which is what The Basement is all about.

Main Wayfinding Sign 10

Wayfinding | The Basement | Art 225

Restroom Sign



Bar Sign

Restroom Doors

Library Sign

Wayfinding | The Basement | Art 225

glass is class.


we’ve got the


Deliverables | The Basement | Art 225

let’s get physical. At The Basement we’re all about taking our brand even further from our logo design. Our deliverables will give you constant reminders of why you’re here and why you’ll want to come back for more.


Deliverables | The Basement | Art 225

let’s be casual.

Deliverables Each drink is accompanied with a coaster that should help remind you why you came to The Basement in the first place. We also advise our customers to hand out our invite cards to friends whom they think could use some time to unplug.



Invite Cards

Deliverables | The Basement | Art 225

Table Top Cover Deliverables

underground elixirs

When you walk into The Basement you’ll find each table and bar counter top will have mini menus of our most popular drinks. For a more extensive menu, ask the bartender. Each round table is fitted with a large sheet of paper to help get conversations rolling. The instructions will say, “Use this space to generate and discuss ideas, debate, voice options, and even doodle. If you and your friends are able to fill this whole sheet of paper, your next drink is on us.”

Beer Menu 16

The Basement  

A brandbook project.