Shooters on the Water

Industry

Hospitality

Brand Identity Development

Year

2026

Repositioning a Cleveland Staple

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.

Clarifying the Brand Foundation

The engagement began with brand discovery and strategy sessions. We examined positioning, audience perception, competitive landscape, and internal goals.

From there, we refined:

Core brand values
Tone and personality
Messaging direction
Target audience alignment

The objective was clarity. A hospitality brand lives or dies by perception.

Building the Visual System

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.

Giving the Brand a Voice

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.

From Identity to Implementation

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.