Jailbird
After the success of Thunderbird, a renowned cocktail bar in Fountain Square, Indianapolis, owner Josh Gonzales launched his second venture: Jailbird. Named after a Kurt Vonnegut book, Jailbird is a college dive bar near the University of Indianapolis, created to serve students, faculty, and the local neighborhood. The goal was to build a hip, energetic, and accessible space that would become a timeless staple in the city’s bar and dining scene.
Industry:
Restaurant & Bar
Role:
Brand Strategist / Account Lead / Project Manager / Creative Director / Designer / Illustrator
Duration:
2019
In Collaboration
Founder & Owner
Project Types
Brand Identity Design / Creative Direction / Illustration / Mascot Design / Marketing Collateral / Visual Identity / SystemPitch & Proposal Design
Jailbird
After the success of Thunderbird, a renowned cocktail bar in Fountain Square, Indianapolis, owner Josh Gonzales launched his second venture: Jailbird. Named after a Kurt Vonnegut book, Jailbird is a college dive bar near the University of Indianapolis, created to serve students, faculty, and the local neighborhood. The goal was to build a hip, energetic, and accessible space that would become a timeless staple in the city’s bar and dining scene.
Industry:
Restaurant & Bar
Role:
Brand Strategist / Account Lead / Project Manager / Creative Director / Designer / Illustrator
Duration:
2019
In Collaboration
Founder & Owner
Project Types
Brand Identity Design / Creative Direction / Illustration / Mascot Design / Marketing Collateral / Visual Identity / SystemPitch & Proposal Design
Jailbird
After the success of Thunderbird, a renowned cocktail bar in Fountain Square, Indianapolis, owner Josh Gonzales launched his second venture: Jailbird. Named after a Kurt Vonnegut book, Jailbird is a college dive bar near the University of Indianapolis, created to serve students, faculty, and the local neighborhood. The goal was to build a hip, energetic, and accessible space that would become a timeless staple in the city’s bar and dining scene.
Industry:
Restaurant & Bar
Role:
Brand Strategist / Account Lead / Project Manager / Creative Director / Designer / Illustrator
Duration:
2019
In Collaboration
Founder & Owner
Project Types
Brand Identity Design / Creative Direction / Illustration / Mascot Design / Marketing Collateral / Visual Identity / SystemPitch & Proposal Design
Research
Branding Research
After presenting three distinct mood boards to establish potential visual directions, I began exploring logo concepts for Jailbird. Taking the name literally, I experimented with a wide range of illustration styles, producing over 150 unique bird sketches. Ultimately, only one bird would be chosen to represent the brand and become the face of the business.
Research
Branding Research
After presenting three distinct mood boards to establish potential visual directions, I began exploring logo concepts for Jailbird. Taking the name literally, I experimented with a wide range of illustration styles, producing over 150 unique bird sketches. Ultimately, only one bird would be chosen to represent the brand and become the face of the business.
Research
Branding Research
After presenting three distinct mood boards to establish potential visual directions, I began exploring logo concepts for Jailbird. Taking the name literally, I experimented with a wide range of illustration styles, producing over 150 unique bird sketches. Ultimately, only one bird would be chosen to represent the brand and become the face of the business.
Research
Branding Research
After presenting three distinct mood boards to establish potential visual directions, I began exploring logo concepts for Jailbird. Taking the name literally, I experimented with a wide range of illustration styles, producing over 150 unique bird sketches. Ultimately, only one bird would be chosen to represent the brand and become the face of the business.
Branding
Brand Identity
Out of more than 150 bird sketches, this lucky bird was ultimately chosen to represent the brand. During the presentation, the client and I narrowed the selection from 150 to 25 finalists. While I typically present 3–5 refined options, this project was an exception — reflecting the challenge of selecting a single mascot from such a diverse flock.
Branding
Brand Identity
Out of more than 150 bird sketches, this lucky bird was ultimately chosen to represent the brand. During the presentation, the client and I narrowed the selection from 150 to 25 finalists. While I typically present 3–5 refined options, this project was an exception — reflecting the challenge of selecting a single mascot from such a diverse flock.
Branding
Brand Identity
Out of more than 150 bird sketches, this lucky bird was ultimately chosen to represent the brand. During the presentation, the client and I narrowed the selection from 150 to 25 finalists. While I typically present 3–5 refined options, this project was an exception — reflecting the challenge of selecting a single mascot from such a diverse flock.
Environmental Graphic Design
Mural Illustration
As part of the branding project, one of Josh’s key requests was a large-scale mural measuring 20 feet wide by 10 feet tall for the interior of the bar. We incorporated the windows into the design as a storytelling element—outside, the mascot Jailbird appears to peek through a jail cell window, while inside, the scene unfolds with the Jailbird enjoying drinks among other party animals. The mural not only reinforces the brand narrative but also enhances the interior atmosphere, adding energy and character to the space. Below is a look at the mural design process.
Environmental Graphic Design
Mural Illustration
As part of the branding project, one of Josh’s key requests was a large-scale mural measuring 20 feet wide by 10 feet tall for the interior of the bar. We incorporated the windows into the design as a storytelling element—outside, the mascot Jailbird appears to peek through a jail cell window, while inside, the scene unfolds with the Jailbird enjoying drinks among other party animals. The mural not only reinforces the brand narrative but also enhances the interior atmosphere, adding energy and character to the space. Below is a look at the mural design process.
Environmental Graphic Design
Mural Illustration
As part of the branding project, one of Josh’s key requests was a large-scale mural measuring 20 feet wide by 10 feet tall for the interior of the bar. We incorporated the windows into the design as a storytelling element—outside, the mascot Jailbird appears to peek through a jail cell window, while inside, the scene unfolds with the Jailbird enjoying drinks among other party animals. The mural not only reinforces the brand narrative but also enhances the interior atmosphere, adding energy and character to the space. Below is a look at the mural design process.
Initial blocking of the mural design
Pencil sketch of the mural design
Mural design in blue ink
Digitalized mural design
Final version of the mural design
Result
Launch & Reception
With the opportunity to expand the branding under the attitude of ‘all gas, no brakes’, the client encouraged me to explore bold and unconventional directions. Below are some of the standout creative ‘wild cards’ that emerged from this process—our favorite hidden gems.
Result
Launch & Reception
With the opportunity to expand the branding under the attitude of ‘all gas, no brakes’, the client encouraged me to explore bold and unconventional directions. Below are some of the standout creative ‘wild cards’ that emerged from this process—our favorite hidden gems.
Result
Launch & Reception
With the opportunity to expand the branding under the attitude of ‘all gas, no brakes’, the client encouraged me to explore bold and unconventional directions. Below are some of the standout creative ‘wild cards’ that emerged from this process—our favorite hidden gems.
