Gilly’s Clubhouse Detroit

A project close to home, Gilly’s was the vision of Nick Gilbert—a brother, friend, and force of nature—who imagined a new kind of sports bar in downtown Detroit. Rooted in the city’s deep love for sport, Gilly’s was created to be a place where everyone feels welcome. Before Nick’s passing in May 2023, work began on the brand identity and creative direction for the space, guided by his belief that sport should be approachable, inclusive, and fun.

In contrast to the traditionally masculine feel of most sports bars, the Gilly’s identity was designed to feel open and inviting. The visual system, uniforms, menus, social assets, and space itself all reflect the brand’s core idea: “sport in its most approachable form.” A place shaped by community, designed with heart, and driven by Nick’s vision from the start.