The Virgie is a groovy neighborhood craft coffee bar and cocktail lounge to be opened on the west side of Chicago.

When my good friend Natalie divulged her dreams of opening a bar in her hometown of Chicago (west side, to be specific), I was immediately intrigued. Her vision was deeply rooted in her own family history, and the collective history of Chicago’s West Side.

I worked with Natalie to conceptualize The Virgie’s brand and visual identity from the ground up. We defined the brand’s logo, color palette, imagery, and core pathos. Bringing The Virgie to life was more than a brand, logo, or web design project; it was a careful act of capturing a constellation of inspiration in meaning into something other people would understand.