ROOF ON THE WIT

On the roof of theWit Hotel in Chicago is ROOF. It is one of Chicago's hottest places to be seen. When there is a line around the block to get in, the obvious name becomes somewhat clever. That didn't stop Concentrics, its creator, from pulling out all the stops. An indoor/outdoor venue that has to be seen to be believed features communal tables with fire pits down the center for those chilly Chicago nights, three bars, full kitchen and a VIP area with a table seating twelve, positioned on a plank, that literally hangs off the face of the building 27 floors up. Not to mention one of a kind panoramic views of the city of Chicago.

While standing on the overhang that would become the VIP table, there came a healthy dose of vertigo along with inspiration behind the branding. Everyone is going to want to be up here. "UP" being the operative word. An arrow, formed into the "R" of the word ROOF was the perfect execution for a simple name and embraced the desire of all who wanted to be part of it. From the moment you are on line in the street, to the relief of the elevator doors opening on the 27th floor, the arrow points you to where you want to be. On the ROOF!

Accompanying this environment is a water proof, tear proof, stair case shaped menu, a custom type face and the sky up above.