The Hangar
BRAND IDENTITY / ASSETS / WEBSITE | 2023
KICKS DIGITAL MARKETING
Experience the best of Indy, outside on the Handlebar or inside on the Hangar Bar. Inspired by homegrown Indiana motifs and U.S. aviation history, this brand readies customers for a trip through the Indy streets.
Approved for Take Off
Ready for Takeoff
The Handlebar brothers came to us with a plan. The ultimate Indy experience, finally housing their Handlebar (pedal bar, well-known to the Indianapolis scene) at a physical location with food, drinks, and even more entertainment.
Taking stock of the current Handlebar brand, along with Indiana homebase pride and a wealth of aviation history, the Hangar look and feel came together.
Early in the concepting process, it became apparent that the right typeface might not come across my desk easily. We needed the height and weight of a condensed sans-serif, but the tradition and history of a rounded serif. Designing the Hangar typeface allowed me to combine the desired cues, the resulting font relaying the Hoosier pride and the high-spirits of the Hangar tone.
When it comes to organizing and wayfinding, icons are a must. Inspired by the Hangar name, it only made sense to create signage and iconography that called back to airport navigation. Utilizing the global standard person silhouette, I designed a series of icons for Hangar activities, like BBQ grilling and golf simulators.
What is a journey without souvenirs and passport stamps? Just ask the Indy community, we are proud of our city and our airport. Adding passport stamps to the Hangar brand allowed me to tie the excitement of travel through Circle City departures with the humor so integral to the Hangar brand voice.
Check out the finished website at hangarindy.com
Launch into Indy at the Hangar
TAKEAWAYS:
Having the opportunity to create a brand for the Indianapolis scene is not one I take lightly. The enthusiasm of the client propelled us forward and really allowed us to lean into the character and energy of the Hangar brand to-be. Creating a communicative environment where clients feel heard and understood (in however many meetings necessary) is incredibly important to collaboration. Although sometimes there is compromise on both sides, the goal is shared — a brand the whole city can feel pride in.