Big Brothers Big Sisters of Eastern Missouri turned to Atomicdust to create a brand for their new event space atop their regional headquarters in St. Louis. The new space would support the mission of the parent organization, but it needed an identity all its own.
It came down to this: Anew isn’t just about special events. It’s about bringing people together for a shared experience. It’s a place that could be fun, casual, elegant or formal. It’s a place for people to try something new and start new conversations.
Anew is really made up of two separate spaces: a rooftop event venue, and a street side test kitchen, where chefs can share new ideas and concepts with the public. The brand itself needed to reflect these two distinct spaces. Contrasting colors, modern patterns and lifestyle photography come together to build one cohesive brand identity.
For the logo, we imagined pieces coming together to create a stately, classic “A.” The result echoes the surrounding architecture of Anew’s historic Grand Center neighborhood, while the modern, sans serif wordmark reflects the modern design of the interior space.
For the street side restaurant and test kitchen, we created a striking mural to tell the story of the space. Lines, patterns and angles give a sense of movement. A big chair and a little chair are a literal representation of Big Brothers Big Sisters, but also a suggestion that there’s room for everyone at the table: a key component of the mission of Anew.
Since its opening in October 2016, Anew has played host to community happy hours, brunches, pop-up restaurants, yoga classes and more. Our brand identity, website and environmental design for Anew has been honored by the PRINT Regional Design Annual, CSS Awards, W3 Awards, AIGA St. Louis Design Show, American Advertising Awards and Marketing Excellence Awards.
