The new Memphis.
HYATT CENTRIC — ONE BEALE
The One Beale development is the most significant vertical build downtown in a generation, and it has already transformed our skyline.
For the first of their three new hotels on the Bluff, the ownership team asked us to help them plant a flag that could be seen from across the Mighty Mississippi.
In the city where all are welcome, a rooftop bar with no equal. A public facing anchor restaurant at the very beginning of world famous Beale St. And a visual statement that announced the arrival of this new moment for our hometown, visible from a state away. That was our task.BECK & CALL
The new Hyatt Centric needed a cherry on top, a modern rooftop lounge with an open-air aesthetic and the city’s supreme bridge-to-bridge view of sunsets over the river. This is Beck & Call.
The Beck & Call brand plays like an invitation and a challenge at the same time. We cooked up the entire visual identity - naming conventions, logo, art, a striking typeset and an array of collateral. Our art design drills all the way down to the menu systems and lifts the velvet rope, beckons you inside.
MURAL
Our mural on Beck & Call’s rooftop faces the river, Arkansas, the West, every sunset. It’s a burst of color along the Memphis skyline, visible from the M Bridge as you cross into Tennessee. You see what you see… a chalice, a whisper, a kiss, two faces rapt in some intimacy. Or perhaps it’s just the river’s undulating path to the sea. Don’t think too hard about it.
ELEVATOR
A dedicated, branded elevator in the hotel lobby, visible from the street outside, whisks patrons straight to the roof. We work the way we do in order to create moments like this for real people, whose anticipation and delight will build the experiences that allow an idea to grow into a local institution.
CIMAS
The developers asked us for a street level, anchor restaurant - something latin american, but steeped in southern craft and hospitality, with floor to ceiling bluff-top views of the river rolling by. Bienvenidos a Cimas y’all.
Mid-South American chic? Buen Provecho, mane. We named Cimas after the Spanish feeling of savoring the view from a great height.
BRANDED ITEMS
We soaked the art design in some of the warm, rustic agricultural textures and colors shared between our two South’s.
MONUMENT SIGN
A monument inspired by the weathered, Mesoamerican textures and patterns used throughout the identity. Broken apart, shuffled, and rejoined, the C conjures that early evening view to the West from atop these Bluffs and those ancient sunsets melting over the river.
