Branch is a new NYC Member’s Club that holds space as a secret sanctuary in the metropolitan skyline. S’97 was engaged to build their brand identity, as well as develop a suite of collateral for the space and their members. Inspired by the neighbouring Bryant Park, we played into the idea that Branch could exist as a ‘secret garden’. Giving member’s a key to enjoy unparalled views over the park in a sanctuary of calm. Developing this idea we constructed a bold, geometric logomark that seamlessly explores the relationship between the key's handles. This cross-section represents a coming together, a symbol for the 3 values: work, play and inspiration, that Branch resides over in one space. With an elegant typographic system and a minimal colour palette. The art direction is designed deliberately with a sense of slowness & simplicity mirroring the calm that the park brings the city. The identity was implemented across interior, print and digital mediums. The result is a brand that lays the foundations for the club’s opening as a spoken secret between NY’s locals.