Gilly’s Clubhouse Detroit

A project close to home, a brother and friend of ours, Nick Gilbert, had the vision of creating a sports bar in downtown Detroit in celebration of the city’s deep love for sport. Before Nick passed away in May of 2023, we began the process of developing an identity and creative directing the space and other extensions of the brand that would allow Gilly’s to become the most approachable sports 2024.

Opposed to the traditional, masculine sports bar feel, we designed the Gilly’s identity to feel inclusive, incorporating elements that offer an alternative perspective on sport culture. The visual identity, uniforms, menus, social graphics and other components of the space all come back to the brand foundation of “sport in its most approachable form” - just as Nick wanted.