The Van Delden Group engaged Deuce to help position and design an image for their newest venture, the “Drake”, a 7,200 SQFT lounge (their largest venue to date) in a then underdeveloped area in Houston. Deuce was charged with building a positive a brand image that would inspire client loyalty.

The thirty-something party crowd, professional singles who have outgrown the nightclub scene but are looking for a sophisticated and fun evening out. The type of people who become “regulars” and visit the lounge almost every weekend. With no paid advertising in the marketing mix, image is everything.

To design an identity that speaks to the glamorous speakeasy vibe of the Drake’s interior space. Consistency is key here with the lounge experience as well as with the marketing. Develop exclusive event invitations and concepts that speak to this elite crowd as well as a focused effort on marketing directors, event planners and decision makers to leverage the venues private party spaces.

The Drake opened in early 2007 and trumped initial projections. It continues to hold its spot as one of the top bars in Texas in alcohol sales and exceeded annual sales expectations for their first year in business.