HV Entertainment approached me to lead the design of their newest venture: a bar that doubles as a cocktail lounge in the evening (The Belmont) and a nightclub after dark (Decibel).
The client gravitated to art-deco aesthetics for The Belmont, while Decibel leaned towards a 90s techno feel. To connect the two brands, I told the story of two Chicago revolutions: Decibel draws on the birth of house music, and The Belmont draws on Chicago’s history as a printing powerhouse.
A deep-dive into Chicago’s printing industry led me to linotype, and subsequently Ludlow Typograph Co. Their typeface Radiant jumped out for The Belmont. It has the distinct deco luxe of its time, but with strong, blocky geometry that keeps pace with contemporary trends. Similarly, Tempo stood out for its elongated characters and presence at sites across Chicago. Tempo’s curvature became the basis for a range of custom 2:1 icons
Cramming two distinct brands into one space creates tension that I had to resolve visually. Elongated lines, vast negative spaces, and arhythmic indentations pull luxury and techno aesthetics together.
The local bar web landscape was dated. The Belmont had an opportunity to stand out with a site that looks bold and fresh — and functions well across platforms. The client had a dev team of 2, so I kept simplicity at the front of the design process and wrote robust documentation.
