Branding / Strategy
Industry
Hospitality
Brand Identity Development
Year
2025
Shooters on the Water has long been a recognizable name in Cleveland’s waterfront hospitality scene. The opportunity wasn’t to introduce the brand — it was to redefine how it showed up.
Underdogs was brought in to lead a comprehensive brand identity development process, aligning the restaurant’s visual and verbal presence with its location, audience, and long-term vision.
We developed a refreshed visual identity system that extended beyond a logo.
This included:
Logo concepts and finalized mark
Color palette and typography system
Supporting iconography and patterns
Applications across menus, social templates, and promotional materials
The goal was to create a system flexible enough to work across digital, print, and environmental settings.
Beyond visuals, we developed structured brand messaging — including tagline direction, brand story, value propositions, and tone guidelines.
Hospitality brands don’t just communicate offers. They communicate experience.
The messaging needed to feel aligned with Shooters’ atmosphere and audience.
The engagement concluded with a full brand guidelines document and implementation support to ensure internal teams could maintain consistency moving forward.
The result was not just a new look — but a defined brand foundation designed for longevity.
