The Overlook at Embassy Suites

identity / naming
Halftone imagery of clouds with The Overlook logo in cream, with corner details

Al Fresco Hideaway

The Overlook is a rooftop bar positioned in Embassy Suites by Hilton Nashville Downtown. ST8MNT was tasked with naming and creating a brand identity that reflects the greenhouse feeling of this bar, perched high above the downtown scene. This brand direction embraces an upscale but friendly approach with colors make it feel bright and warm, and provide a rooted feeling. You can expect a carefree day and the sun-soaked visuals that come with it.


Collection of images that serves as inspiration for the brand direction

Behind the Name

The Overlook logo in teal, with a description about the name:

Brand Attributes

The list of brand attributes for Overlook includes: Relaxed- The atmosphere in The Overlook is carefree and informal. It's the perfect place to spend an easygoing afternoon or evening. Fresh- You can expect fresh greenery, fresh drinks, and fresh food. The vibe is vibrant and bright. Warm- The feeling of basking in the sun with a slight breeze in the air is what you can expect from your experience at The Overlook. Approachable- Everyone is welcome at this rooftop hangout. You can expect a friendly hello when you stroll into this spot. Picturesque- The views speak for themselves. Look over the edge and admire everything downtown Nashville has to offer.
Halftone image of skyline, showcasing the view from the rooftop bar


The Overlook main logo with tagline
The Overlook additional mark with main logo, corner details, and
The Overlook horizontal logo on orange background
The Overlook additional mark with


The Overlook color palette consisting of charcoal, orange peel, teal, cream, mint, green grove, and peach. The description reads:


The typography for The Overlook brand system includes Forma DJR Micro and Nazare

Image Treatments

Halftone image of cocktails in mint and green grove
Halftone image of cocktails in mint and teal
Halftone image of a palm tree shadow in orange peel and peach
Halftone image of pool in mint and teal
Halftone image of cocktails and their shadows in mint and cream
Halftone image of clouds in mint and teal

Brand Application

The Overlook logo with hours mocked up on window
Mockup of coasters with halftone image backgrounds and brand marks
Mockup of example cocktail menu on clipboard