After selling his successful startup to Spotify, Sean Creeley turned his sights to launching a new bagel and cocktails restaurant called The Getty in an old gas station in Portsmouth, NH. The entire premise is full of contradiction, something we couldn't ignore as we developed a new brand.

As The Getty eschews traditional ideas of bagels, the visual identity eschews traditional ideas of brand – there is no one logo, no one color, no grids, no templates. The entire system is a living organism (release the yeast!) that shifts and adapts to each unique impression, whether that’s a hat, shirt, napkin or menu. It’s sketchy, decidedly un-polished, it doesn’t take itself seriously, and it’s not afraid to try new things. Come and Getty.