Located on the 22nd floor of the Archer Hotel on 38th Street in New York City, Spyglass Rooftop Bar boasts a spectacular view of the iconic Empire State Building and its environs. Within, the interior design has been informed by the neighborhood’s industrial heritage.

To complement Spyglass’s space and concept, koolgirlposse developed a branding program that conveys a sexy, film noir feel to match the 1940s-inspired interior design. Out-of-focus vignettes of the Empire State Building, women’s lingerie strewn haphazardly on the floor, or bokeh light patterns suggest a sense of voyeurism from the 22nd floor while capturing the sense of anticipation that occurs in the process of focusing a lens.

The logotype itself feels as if it is out of focus, suggested by the disconnected anatomy of the letterforms. The application of the branding to etched brass signage, sumptuous brown leather menus and napkins stamped in gold, and collateral work in tandem to capture the feel of prying eyes.