How TBCo Designers Helped a New Roosevelt Row Concept Secure Funding
Downtown Phoenix has undergone some serious revitalization in the last decade or so. Investors are pouring funds into apartment complexes, fitness studios, coffee shops, art installations, restaurant concepts, breweries, and nightlife.
In 2023, our clients (a local hospitality group) were looking to get in on the Roosevelt Row rally. Their goal? To find a perfect new hospitality concept for the DTPHX community.
But as anyone in the hospitality industry knows – this game is “one strike, you’re out.” You don’t get the benefit of three swings, so there’s a lot of pressure to hit a home run on the first at-bat. With years of experience in the high-end mixology space, our creative director, Wyatt Richardson started the project by identifying a product-market fit and guest expectations.
True communication requires us to dig deeper and think harder.
What better way to find out what the people want than to just ask them. TBCo designers launched a survey for over 100 area residents to identify gaps in the restaurant market. Sometimes simple questions yield the most insightful answers, so the team asked questions like:
“What hospitality concepts are overrepresented in the space?”
“What does the community want in a new establishment?”
For any urban concept, parking is always a question mark. Our designers included questions in the survey like, “Is parking a concern for you?” and, “How far would you be willing to walk from your parking spot to a new space.”
Armed with recommendations from future guests, Wyatt pitched some concepts to the leadership team, and got the design ball rolling.
Every designer will tell you the actual design is only half of any brand identity project. The other half is managing the opinions, preferences, and feedback from stakeholders who are all deeply passionate about the outcome of the project – especially when they disagree with each other.
Before the project became “design by committee,” we wanted the team to find consensus.
To get there, Wyatt took the leadership team through a comprehensive discovery process. He facilitated a democratic voting system in 5 different categories of UX decision-making models and used those outcomes to solidify the concept.
With full team cohesion, not only did Wyatt design the entire visual brand identity (logos, colors, typography), but he laid the groundwork for the look and feel of the interior space as well. A full “motif”, if you will.
Our clients weren’t the only ones over the moon with the result. With all said and done, Wyatt’s creative leadership helped Motif win a 7-figure investment for the development of the concept.
If you need help turning a big dream into a successful reality, TBCo can you get there. We’re in it to win it.
