Reeves Sports Bar

When Thriving Hospitality set out to open Reeves Sports Bar at 50 E. Central Blvd in downtown Orlando, the new bar had no name recognition and moved into a corner the neighborhood still knew as Swiggs. The brand had to feel upscale enough for a craft cocktail program and a chef-driven menu, but still welcoming enough to fill with regulars on game day. Stormglass Agency took the project from first conversation to opening night in four phases: Discovery, Identity, Assets and Review. The identity started with a single hand-drawn signature stroke paired with engraved capitals, and grew into four logo forms (primary lockup, brand mark, alternate lockup and monogram). Around them we built a closed three-color palette of House Olive, Parchment and Marquee Brass, three typefaces, and a set of six drawn sports icons. We then carried the system across concept designs for halo-lit façade signage, interior applications, menus, staff apparel, takeaway packaging and a full social kit, and documented it all in a 19-page brand standard. Reeves opened as a brand rather than just a venue.