Conwell Coffee Hall occupied a landmarked Art Deco building in the Financial District — a working coffee hall by day and the entry point into the Life and Trust experience by night. The brief was to build a brand that felt like it had always been there. I started with the architecture itself, pulling border treatments, geometric ornament, and lettering styles from the building and translating them into a menu system, tableware, environmental graphics, and a line of packaged coffee with blends named Skyscraper, The Vault, and Sleep No More. Vulture covered the opening and called it “impressively elaborate.”