GREGORY’S DINER
PHASE 01 : DISCOVER
LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.
FOR GREGORY’S DINER THIS CAME TO LIFE IN THESE WAYS →
The Vagabond Motel, home of Gregory’s Diner in Miami, FL was built in the 1950’s. Its original architect, Robert Swartburg, also designed the iconic Delano in South Beach.
Gregory’s is named after Anastasia Koutsikoukis’ grandfather (self-portrait above). An immigrant from Greece, he opened a diner in the Midwest, The Acropolis, which is an inspiration.
Greece meets the Midwest meets Miami. These sensibilities were imbued into the project. Anastasia Koutsikoukis’ grandparents embodied the American Dream through their diner.
Postcards and other ephemera served as inspiration for Gregory’s.
The Vagabond Motel was placed on the historic register in 2014.
TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.
FOR GREGORY’S DINER THIS CAME TO LIFE IN THESE WAYS →
Signage was a major consideration in the design process. The design needed to live well next to the iconic signs on Biscayne (Coppertone Baby!) and meet historic preservation standards.
Diner culture and it’s accoutrement have become cult classics. The greek key coffee cup is a perfect example — this ubiquitous item transcends time and place.
Old becomes new again. Retro shapes, materials, and formats were considered. How can we create something that feels true to an era and also fresh and relevant today?
Steven Shore’s photography was referenced for the best of Americana. Inspiration photo by Steven Shore.
PHASE 02 : POSITION
INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.
FOR GREGORY’S DINER THIS MEANT →
Hand-painted signage and type were researched to create something that felt spirited and unique. Inspiration photo by Aubrey Devin.
PHASE 03 : EXECUTE
EMERGENT EXECUTIONS → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.
FOR GREGORY’S DINER THIS CAME TO LIFE IN THESE WAYS →
