Unreasonable Hospitality / Bringing Color to the Table

Overview

When Unreasonable Hospitality became a New York Times bestseller, something shifted. What started as Will Guidara's story from Eleven Madison Park was now a movement—training programs, consulting, speaking engagements, and a growing community of hospitality professionals looking to fundamentally change how they serve people.

The book's success created an opportunity. We partnered with Invisible Creature to build an identity that could grow beyond a single title on a shelf. The brand needed to stand on its own, carry the philosophy forward, and create space for everything the movement could become.

Identity

We built a system around warmth and intention. Otto for headlines—a typeface with enough elegance to feel premium but never precious. Handwritten accents that show up like margin notes from a thoughtful conversation. Founders Grotesk for everything that needs to be clear and direct.

Optimistic, energetic, impossible to ignore. We balanced it with a deep navy and soft neutrals—colors that feel generous without shouting.

Digital

The website needed to feel like walking into a place that takes care of you. Clean layouts give the content room to breathe. Animated illustrations add life without adding noise. We built it on Sanity and Shopify—headless, fast, flexible enough to grow with them.

Every page reinforces the core idea: relationships are simple, but simple is hard. The greatest gift we can give is being intentional, creative, and generous. Not just as words, but as an experience.

Result

A brand identity that stands independent of the book while honoring everything it represents. From workshops to e-commerce, from social content to printed materials, the system translates a restaurant philosophy into a visual language for anyone who believes people never forget how you make them feel.