Defining next gen hospitality for discerning New Yorkers

Access approached us with an exciting yet ambitious concept—a completely new way to secure coveted dining reservations. Unlike platforms like Dorsia, Resy, or OpenTable, Access promises certainty, offering diners always-held, pre-secured tables at the city’s hottest new restaurants and iconic establishments. They needed a brand that conveyed cool, evoked curiosity, and that would attract the toughest clientele: tasteful New Yorkers.

While co-developing their product and customer targeting, we led Access through a rapid strategy session and design sprint to refine their concept, business strategy, and go-to-market plan. With Access, hospitality begins at booking, delivering a promise of certainty no other platform offers. Messaging like “Reserved. It’s yours.” and “Your key to unlock extraordinary dining” highlight the seamless, elevated experience Access provides.

The brand identity is both evocative and approachable. The Access icon draws inspiration from the intrigue of secret societies—a symbol that signals insider status and that “if you know, you know,” feeling. This is balanced by the classic, chiseled Kessler typeface, with diamond-shaped details that add a touch of whimsy to the minimalism. Together, the stark white backgrounds and sharp black type create a bold, stripped-down elegance—no frills, no fuss, just clarity.

The result: Access launched and went to market with a compelling brand that speaks directly to discerning New Yorkers. Through sharp messaging and a confident visual system, Access positioned itself as the key to the city. The launch party, held at the FlyFish club in SoHo in December, attracted the influential and lit up social. The icon showed up on wine bottles, menus, and mirrors. The night was seamless, intentional, and unmistakably Access.