Case Studies / The Boulevard
A new face on Perth’s restaurant and pub scene, The Boulevard Hotel opened its doors in February 2011. Geoff Hayward, Perth’s leading hospitality developer, has an impressive track record of developing iconic venues around Perth, including Luxe, Bar One and The Brisbane Hotel.
Working with the architect, Block looked to develop the visual personality and create a brand identity that would work seamlessly with this unusual and multi-layered space. The objective was to develop a place that feels like nowhere else in Perth.
Block wanted to develop a classic, timeless and bold theme with a sense of longevity and avoiding the cliché of being an ‘on-trend’ bar. It was important to appeal to a broad audience, making it accessible during the day and night.
It was a key goal to build a long-term audience, as The Brisbane Hotel has done with great success. Providing a venue and the ‘Hayward brand pub experience’ that gets the locals excited was fundamentally important, as they ultimately provide the backbone of clientele. In order to position it as a comfortable place to attract locals, inspiration was drawn from vintage identities and signage, mainly early 20th-century European graphics.
To avoid a “franchise feel”, restraint was shown so as not to over-brand the environment. Instead of mindlessly applying the same logo to everything in sight, the use of consistent patterns and illustrations helped subtly brand the space. Block designed a family of logo styles, including various monograms and illustrative pieces that could be mixed and matched. By avoiding simple corporate repetition, the branding seamlessly integrates into the space.
Block was responsible for the development of creative assets needed for the launch such as menus, coasters, invites, packaging and press advertisements.