New Brand LaunchATRIUM SPORTS LOUNGE

Building a hospitality concept from the name up.

I created Atrium’s name and visual identity, built its website and digital channels, and supported the launch before transitioning into an advisory role.

MY ROLE

Lead marketing strategist & brand creative

PROJECT STATUS

Launched · current advisory role

OUTCOME / PROGRESS

Brand identity and digital presence launched; continued advisory support.

01 / THE OBJECTIVE

The business need.

Atrium needed a brand identity and digital presence before launch. Ownership needed a direction that could work across signage, print materials, online discovery, and the future venue experience.

02 / STRATEGY & EXECUTION

My contribution.

Define the brand

I created the name, logo, icon, and brand imagery, establishing the starting point for Atrium’s visual identity.

Prepare for discovery and communication

I built the website and social presence, secured the domain and business phone line, created business emails, and established Yelp, Google, and Apple Maps profiles.

Make the vision tangible

I produced interior and exterior concept mockups for ownership before build-out, then supported the early social rollout. After launch, my involvement shifted toward consultation on social media and digital presence.

03 / OUTCOME & STATUS

Results and deliverables.

Atrium launched with an identity and digital foundation built together. My current role is advisory, with the original brand and launch work providing the base for its continued development.

ATRIUM / MARKETING COLLATERAL

An identity at
the guest’s table.

I extended Atrium’s visual direction into drink menus and customer information. These presentation mockups show how the materials were designed to work in the venue, rather than documenting production or installation.

MENUS / CUSTOMER INFORMATION

Useful information.
A consistent identity.

The menu uses the brand’s green palette and prominent typography to organize drinks, happy-hour offers, and daily specials.

Drink menu · Supporting table-placement mockup

Opening-hours sign · Design presentation mockup

ATRIUM / SOCIAL VIDEO

Introduce the atmosphere.

I created teaser content to introduce Atrium before launch. The supplied creative combines a cocktail-led visual with the brand identity and an opening-soon message. Dates and offer details are shown as they appeared in the original creative.

Supplied video creative · No asset-level performance claim.

Opening-soon teaser · Launch creative

APPLE MAPS / BUSINESS PROFILE

Part of how
guests find you.

I created and configured Atrium Sports Lounge’s branded location presence, bringing business imagery and customer-facing information into a local discovery platform.

My contribution is the business profile and its content. Apple owns the Maps interface shown here.

Supplied profile capture · Business details reflect the captured version.

Atrium Sports Lounge · Apple Maps business-profile presentation

The work up close.

SELECTED ASSETS & DOCUMENTATION

Atrium Sports Lounge · Primary logo design by Craig L. Berry II

Atrium exterior signage, photographed on site

CAPABILITIES DEMONSTRATED

Strategy and skills
applied in practice.

Brand Strategy & Identity Web Design & Digital Experience Hospitality & Experiential Marketing

PROFESSIONAL OPPORTUNITIES · COLLABORATIONS · CONSULTING

Let’s connect.

Whether you’re discussing a marketing role, looking to strengthen a brand, or exploring a collaboration, I’d be glad to hear from you.

Start a conversation craig262Lb@gmail.com

Discuss a professional opportunity Discuss a consulting project

For project inquiries, include your business name, the support you need, and your timeline. I offer a free initial consultation to discuss scope.

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