Plating up
Plating up
A complete physical brand system for DSLB's Galentine's — bar menus, table numbers, programme book, cue cards and signage, at the JW Marriott Charlotte.
The challenge
Galentine's is a category drowning in cliché. Pink, script, hearts, repeat. DSLB's guests were being asked to spend an evening inside a brand, and the brand had to be present on every surface they touched — without collapsing into the same soft-focus visual language as every other February event on the calendar.
Our approach
Deep red over cliché pink. Script layered with structure. We designed the evening as a sequence of brand touchpoints rather than a set of printed collateral: the bar menu, the table number, the programme book and the cue cards in the host's hand were each drawn from the same system, so that no matter where a guest looked, they were looking at DSLB.
The outcome
The system ran across the full event at the JW Marriott Charlotte in February 2026 — and became the clearest statement of the studio's own thesis: experience is never just decor, it is design thinking in physical form.
Pull up a chair
