It’s Him is a bar located in the heart of Hell’s Kitchen, New York, with a brand identity that draws inspiration from retro NYC and the hidden cocktail bars that once offered sanctuary to the LGBTQ+ community. Created in close collaboration with their team, the design captures the grit and glamour of a bygone era while celebrating the resilience and cultural vibrancy of this iconic neighborhood. The identity blends nostalgic elements with a modern sensibility, using typography, textures, and color palettes that evoke the underground charm of classic New York bars, all while honoring the spirit of community and inclusivity that defines Hell’s Kitchen.