For Intercrew we developed the complete brand strategy, identity, and storytelling narrative for this acclaimed Koreatown restaurant and lounge by the Good Times Group (Kevin Lin, Richard Nam, Kirby Lee, FEM), which has cultivated a devoted following among A-list celebrities, international executives, and industry professionals. Our process began with comprehensive cultural and lifestyle research, diving deep into the discovery phase to understand the owners' business vision and core values. Recognizing that Intercrew's founders prioritized exceptional cuisine and authentic community building above all else, we crafted a brand identity that reflects these principles through every touchpoint. The resulting icon and wordmark system was applied across all collateral—from business cards and menus to environmental signage—creating a cohesive brand experience that resonates with their discerning clientele and reinforces their position as Koreatown's premier dining destination.

Brand Experience, Placemaking, Strategy