Built in the 1950s, Sheraton Dallas is the largest hotel in the entire state of Texas. This enormous convention center hotel boasts 1,840 keys, more than 50 elevators and escalators, and 220,000 square feet of meeting space. We were tasked with rethinking the entire F&B experience of the hotel, which sits in the heart of one of Dallas’s most exciting areas. We delved into the unique and storied history of this record-setting hotel and the surrounding area to develop the four F&B concepts that comprise the lobby level offering.
Harking back to the Chaparral Club, the hotel’s original private social club, the lobby lounge brings a retro jazzy charm to today’s on-the-town crowd. An atmosphere with plenty of laughs above the smooth sounds of Frank, Dean or Sammy. The lounge offers guests an enticing promise: Just the right drink. Just the right style. Just the right place.
We designed a brand identity that complements the club atmosphere and combines modern sensibilities with a retro flair—featuring warm and classic colors, personality-filled illustrations, hand-drawn patterns and sophisticated details. Our roadrunner hero, Chap, is a reference to the Chaparral Club’s original icon—updated with a new personality all its own. The illustrations features a checkerboard pattern that is used throughout the branding, reflecting the retro jazz era.
Playful, happily high energy and cheerfully confident, Open Palette sits at the crossroads between the elevated and the accessible: bordered on one side by The Arts District, one of the nation’s most important museum holdings, and on the other side by the Deep Ellum neighborhood’s “pure creative harmony with a dash of perfect mayhem.” This juxtaposition of high art and low art is reflected throughout the branding, which features bright, colorful street art paired with neutral colors, and embellished with frame details inspired by the museum. A handwritten font references the handmade textures of graffiti and brush strokes in art pieces.
Layered without being disconnected. The restaurant promises a dining experience with everyday ingredients made special-occasion special: A little bit street with a little bit elite. The brand narrative celebrates the unexpected marriages of highbrow and lowbrow, in street food elevated by unexpected, high-quality ingredients, in pairing the traditional with the exotic, and in providing refined cuisine in an environment that revels in the music and art of the street scene.
The grab-and-go counterpart to Open Palette, Open Market shares the spirit of the artful three-meal restaurant. A complementary brand identity features a color palette of black and white, mixed accent colors drawn from the mural photography featured in Open Palette’s branding, textured accent lines and modern typography.
Draft is a classic sports bar where loyalty to Dallas teams is everything— reflected in the modern and classic color system, with references to local team uniforms. Sports-inspired details are used throughout the branding, including layered logo typography drawing from the stitching on sports jerseys, and a seal inspired by classic beer bottles and brewery brands.