Rory’s Rooftop needed to capture the attention of NYC tourists and locals alike in the Meatpacking District. Many out-of-town visitors gravitate toward marquee attractions like the High Line and Chelsea Market. Rory’s needed to cut through the noise and position itself as a worthwhile stop in the neighborhood.

Additionally, locals often view the Meatpacking District as a tourist trap. We needed to convince New Yorkers that Rory’s Rooftop was more than just another rooftop bar, that it was a refreshing urban retreat offering genuine relaxation and quality cocktails, not just another crowded hotspot. Rory’s needed to establish a unique brand and offering to stand apart from the other options in the neighborhood.

We wanted Rory’s to feel like a not-so-well-kept secret, an oasis you stumble upon only to realize it was exactly what you’d been searching for. By leaning into the ‘secret escape’ narrative, we positioned Rory’s as a reward for curious wanderers. Rather than fighting the urban jungle, we embraced it. Rory’s was framed as a rooftop beach bar, complete with coastal textures, lush greenery, and ocean-inspired décor, to evoke the sensation of being transported to a tropical refuge above Manhattan’s frenetic streets.

Drawing inspiration from the sun-soaked vibes of California boardwalks, Rory’s Rooftop’s creative direction transports guests to a rejuvenating escape above the city. Evoking vintage beachside stalls, the logomark and supporting illustrations nod to hand-drawn boardwalk signage. Playful illustrations combat the stuffy reputation of Meatpacking District and give the brand a cheeky charm to it.

A whimsical and dream-like color palette of teal, yellow, and pink creates a sense of wonder and serves to stand apart from the old brick buildings in the neighborhood. By utilizing these elements together, Rory’s Rooftop transcends the typical rooftop bar experience. It becomes a true ‘urban oasis’, where every detail invites guests to shed the stresses of the city and step into a sun-drenched daydream above the Meatpacking District.