Branding for the revamped bar at Omni Severin Hotel in Indianapolis. Opening at the start of the American century, Severin has a rich history—it's Beaux Arts architecture was designed by Vonnegut & Bohn to attract passengers from the first ever Union Station with roots steeped in Jazz as countless musicians performed on Indiana Avenue. Bar Cardinale is reimagined as a modern incarnation that builds on its elegant bones to become something fresh, arresting and inviting. It’s the bewitching new destination for pampered guests and discerning locals to stop by for an intimate tete-a-tete, a post-shopping aperitif or a celebration after the game. From the refined cardinal silhouettes to the use of clever negative space forming the “B”, our design matches the upscale charm of Severin. Deliverables include naming, identity, brand book, menu and collateral, interior and exterior signage, packaging and a 3D execution to use as accents throughout the bar.