Client:
Front Stage Entertainment, Inc.

Industry
Food  & Entertainment

Project Type
Interactive Design

Deliverables:
Logo Suite, Print Assets

A UNIQE DINING EXPERIENCE IN SOHO

DOOR 44

The process of researching historical efforts had already uncovered a 12% decline in revenue since acquiring the restaurant from the previous owner. While some flex could accounted for in customer loyalty, the company decided to revisit their marketing campaign
SOLUTION
A new, daring brand identity including a responsive logo suite, a new transit ad campaign and a tagline they will be remembered for.
image of storefront

CRAFTING EXPERIENCE

THE BEGINNING

The purpose of this project is to explore branding strategies that will attract Millennials who will appreciate the experience that Door 44 is offering.

A successful strategy will attract the attention and loyalty of the Millennial audience, as it aligns Door 44 with the goals of their Mission.
original poster

INSPIRATION

Millennials rely on social media to share content with their peers, promote the things they love, and get closer to their favorite brands.
a Milleninal aged model
man smiling at his phone
a man holding his phone
bright orange flowers
a hand sprinkling seasoning onto edamame in a black bowl
colorful buildings

TYPOGRAPHY

image of font samples

COLOR

MILLENNIAL PINK
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Hex: #f1cfc6
RGB:  241 207 198
CYMK: 4 20 17 0
MANGO SORBET
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Hex #d1745b
RGB: 209 116 91
CYMK: 15 64 66 01
RICH CHOCOLATE
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Hex #2e2a27
RGB:
CYMK: 46 42 66 67

CREATIVE IMAGES

Selected images support Milennials need for a non-traditional experience that they want to participate in. Images are non-conventional and interesting. the get attention by being unexpected, without reducing the quality of the food.
a couple laughing at Door 44
a colorful kabob
girls enjoying the night out
people standing holding drinks
two females enjoying bright colored drinks
3 women laughing at a messy pizza
a female breathing fire
a colorful stack of sushi
you man and woman sharing a neon green drink
two ladies posing in a booth at Door 44
women laughing in a booth
young couple enjoing a bright colored drink
two men flirting in a restaurant sharing a colorful drink
jelepenos on fire

CRAFTING EXPERIENCE

“Experience Shareworthy”  is an shout-out to Millennials, inviting them experience this product, and to share it because the Door 44 experience is worth sharing.  

EXPERIENCE
SHAREWORTHY

95% of millennials believe their friends are the most credible source of product information.
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SOLUTION:
Encourage mobile sharing as part of the experience
HOW - Add social Icons
#goodfood
#shareworthy
#door44
#nycfun
#worth-it
#experience-dining
Millennials make up almost 60% of mobile shoppers. and are 2.5 times more likely to be influenced by social media or a mobile app.

LOGO UPDATE

Along with the other supporting assets, we also needed to update the logo. The client wanted SIMPLE, NOT DRAMA, just MODERN.
a display of logosa display of logos

DELIVERABLES

Deliverables for this project include 2 transit ad CTA posters, a club card, and a door ticket to the Front Stage Lounge.
a concert ticket
two men sharing a drink, laughing
Door 44 billboard poster
transit ad

REFLECTION

a mock of the transit poster for Door 44

REFLECTION
What I loved most about this project was the level of teamwork involved in the entire creative process. I could not have done this job as a solo designer. I learned so much! My number one lesson was learning to ask for help when I needed a hand. There were so many times when I wanted to, and almost waited too long. Fortunately, I also learned that being part of a talented creative team is a challenge that I would gladly repeat.

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© 2025. XS Brainworks | Julie Berry