Feels like we have to yell at each other to be heard these days. Especially in marketing. And in some situations, getting loud is good. Planning a design for The Main Bar, it was clear that this little building—one of the oldest bars in Columbus—needed a louder voice. Sitting off the main drag, it's dwarfed by towering structures and a massive Apple banner. And most of the surrounding scene is...orderly and unimpressive. We had a reason to shout—for fun—and bring something fresh into the cityscape.
In some situations, getting loud is good.
So the final design packed a punch: playful, thick white type on a black sea, with a giant purple octopus swooping across the wall (and holding a beer).
If you wander near the wall, a micro story unfolds about a mermaid and sailor. A subtle but swell addition to the concept by Nicky Smith (@nickyisicky). It's for the curious viewer willing to look a few seconds more.
Knowing when to turn up the volume, and when to whisper is a rythmic balance. It's part of the art of storytelling. And critical to capturing audiences who might respond to different voices.
Related work: Directly across the street, inside the 250 S. High, Menges Design was hired to design interior experiences for Resource Ammirati. It's a similar story of visual storytelling, and how to make wayfinding more fun. See some of that work here.