When the Marker Hotel approached us about giving their three meal restuarant a makeover with the caveat that a full remodel was out of the question, we knew the brand would have to speak mostly through its visual elements. While the interior design studio did away with the outdated concept and the fixtures and paint scheme that went with it, we in the branding and marketing studio got to work coming up with a concept more suited to the neighborhood and the hotel.

The concept would be classic italian with a modern touch, and the visual aesthetic would be San Francisco through and through. What started as an urban graffiti aesthetic quickly morphed into utilizing the skills of a local muralist to paint the city skyline. These murals would not only appear on the walls of the space, but instruct the aesthetic of much of the collateral as well. After much deliberation, we settled on the name Tratto, or line in italian, a reference to the artist's mark as well as the name of the hotel. It also acted as an abbreviation of trattoria, the italian word for restaurant.

We settled on a decidedly interactive bent for the collateral. The idea was to have as many interactive touchpoints as possible, to get guests to really communicate with the brand. This manifested in asking guests to show us their perfect pizza on the back of the coasters, as well check presenters that doubled as notebooks where guests could leave comments regarding their experience. Both collateral pieces have been hugely successful—after only a few months open, the check presenters are nearly full.

As part of our ongoing partnership with Supper magazine, we concepted and directed a photoshoot at Tratto centered around telling the story of the artist as he creates his masterpiece. The layout spanned 8 pages, including a 4-page gatefold.