Led the brand identity and logo design for The Rutherford, a Midtown Manhattan sports bar reimagined as an elevated destination across from Madison Square Garden. The name draws inspiration from William H. Rutherford, an original designer of Penn Station, grounding the brand in the history of the surrounding neighborhood.

Developed a refined visual identity to support the transition from a casual bar to a more elevated experience, including logo design, color palette, and typography. The system was designed to appeal to a wide audience—locals, tourists, sports fans, and concert-goers—while establishing a distinct, place-based brand presence.