The aesthetic for The Pearson Room identity is drawn from the look and feel of the space itself and is broadly described as a Stylized 50s approach. The brand identity is both bold and minimalist, taking inspiration from a ‘Hitchcock-style’ atmosphere. The canary pictogram links back to the location of the space and brings a playfulness and sense of humour to the identity. Key phrases to describe the personality include: bold yet minimalist, stylish yet understated, playful and welcoming, witty, individual, a brand that doesn’t take itself too seriously. The individual nature The Pearson Room in terms of offer and look and feel as well as the name itself, build a very strong sense of story and personality. The playfulness and bold minimalism that the brand identity brings allow for a tone of voice that is witty, clever and sharp. This playfulness combines with an intelligent brand story. The tone of voice reflects this, avoiding the need to be too ‘wordy’ or over inform customers. We wanted the branding & space to assume a level of knowledge, like a connoisseur, speaking with other connoisseurs.