A new play on the traditional sports bar

Bracket Room is an upscale sports lounge and eatery that brings together the energy of game day with a more elevated approach to dining, drinking and nightlife.

While at HZ, we developed a bold, playful brand identity rooted in sports culture and the competitive spirit behind the Bracket Room name. Drawing inspiration from tournament brackets, vintage athletics and classic game-day graphics, the identity gave the brand a distinctive personality without relying on traditional sports-bar clichés.

The visual system extended across the full restaurant experience—from signage and menus to apparel, merchandise and other branded touchpoints—creating a cohesive world designed for game day and beyond.

While at HZ, I was part of the team that developed the visual identity and brought it to life across the restaurant experience. My role included designing key guest-facing touchpoints, including menus, signage, apparel and merchandise. I worked with the broader creative and interiors teams to ensure the brand felt cohesive across communications and the physical space.