This 28 year old New York hospitality institution (USHG) with a famous founder and CEO (Danny Meyer) needed to reverse engineer its parent brand to capitalize on a myriad of growth opportunities.

The organization was undergoing a cultural shift, partly due to the great success of Shake Shack – this required cultural re-balance. USHG had enormous power and equity in the various brands and businesses it owned, but they needed to be leveraged better upstream. Finally, demonstrating ambition and experience was needed to fortify the talent pipeline.

Union Square Hospitality Group Brand Identity Design

We put meaning and dimension into the USHG parent brand allowing the company to leverage the combined assets and talents of thirteen different brands and businesses. Equally as important was to articulate the company’s mission and clarify its unique qualities to help guide the growing number of employees, brands and businesses.

Union Square Hospitality Group Branding Website

The subsequent impact:

  • Provided a meaningful articulation for the USHG brand
  • Positioned all brands for optimal growth potential
  • Created a universal brand language that speaks in one voice, with multiple dialogues, to multiple audiences.


Brand Strategy / Brand Voice & Messaging / Portfolio Strategy / Visual Identity / Web & App Design and Build