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ROOF
A PLACE TO LOOK DOWN ON CHICAGO

ON THE ROOF OF THE WIT HOTEL IN CHICAGO is ROOF. It is one of Chicago's hottest places to see and be seen. There is often a line around the block to get in and the obvious name becomes clever when you hear people say “we're going to the Roof.” Concentrics, its creator, pulled out all the stops. An indoor/outdoor venue that has to must 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.

Our initial thinking to the branding was simple: everyone is going to want to be up her. "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.