The Seventh Art’s approach developed a brand narrative that leveraged on the distinct essence of the building, and its theatrical inspiration. The color palette builds on the rich tones of the 1930’s and 1940’s burlesque era, and is harmoniously balanced by neutral tones to create glamorous elegance. The logotype draws from the personification of the stage life, accompanied by a contemporary mark that works as a super graphic.

Taking cues from the neighborhood, drama permeates all the brand collateral that was created, mirroring the brand essence of The Parker’s transformative environment and its strong concept of delivering great impact and a bold punch through impeccable attention to detail, and a five star hospitality-oriented approach.