As part of our ongoing relationship with the Tableseide Restaurant Group and their agency atLarge, I was asked to develop naming, branding, signage, decor, menus, ads, and server uniforms for their latest venture — development of restaurants for the new Sarasota Westin. “Evoq” will be the name of the main dining room and “The Roof” will be the pool bar on the top floor of the hotel. Both logotype identities needed to be clean, polished, and modern to express the feel of the architecture and the urban venue. I chose a palette of light and dark teal with white and putty to tie the cityscape with the view of the marina and bay across the street. The advertising plays with the reflection theme — glamorous food photos mirrored along with the headline — a surprising twist that will be sure to attract attention and emphasize the unique, sophisticated brand.
