The Flatiron Room

Manhattan Whiskey Bar Brand and Web Development

November 15, 2012

The Flatiron Room was conceived as a place where whiskey enthusiasts could come to enjoy, learn, sample and discuss the complexities of this fine spirit; a place where old souls find tasteful entertainment in a comfortable and beautiful environment.

This new destination would need a brand that defined itself equally as the place for industry leaders and tastemakers as well as connoisseurs and enthusiasts. It also needed to communicate the heights of quality, service and timelessness without being intimidating or unapproachable to beginners or those simply wanting to learn more about whiskey.

Working closely with the venue owner, Project 13 created a simple, classic typographic treatment and stand-alone icon that speaks to the rich heritage of the spirit, yet lives just as comfortably in modern applications like the web and mobile applications. Collateral and identity elements were intentionally kept simple and clean with minimally distressed details, reflecting a hint of age that contrasts beautifully with the elegant embellishments and gold foil finishes. The brand extends seamlessly through signage, menus, staff apparel and finely branded drums and decanters.

Project 13 also designed and developed a content-rich website for the new venture. Created as a powerful marketing tool, the site allows for the hosting of significant amounts of video content, while promoting everything from their extensive collection of whiskeys and extremely knowledgeable staff to their educational classes, nightly entertainment, private rooms and corporate event capabilities.

The website was built using the popular WordPress content management system and employed a highly customized template. The cutting-edge HTML5 site featured an easily updatable video feed, interactive calendar, SinglePlatform menu integration and Opentable reservation booking capabilities. Post-launch keyword research was performed to gain ranking via best practice search engine optimization (SEO) .

Both the brand and website were met with much enthusiasm – each having significantly helped The Flatiron Room establish itself as a classic, timeless fixture in the ever-changing Manhattan landscape.