Catharine Dahm—Creative Director, Brand Consultant, Photographer, Writer. Based in Paris, from Indiana.
LEX YARDIndustry: Luxury Food & BeverageNew York, NY LEX YARD is new the signature restaurant of the iconic Waldorf Astoria New York. Led by celebrated chef Michael Anthony of Gramercy Tavern, the restaurant reinvents American cuisine through a local and welcoming lens. The brand’s identity looks to nature for inspiration and features a hand drawn Aster flower which speaks to the legacy of the Astor family and is a plant native to New York and one that would have grown in the spot of the current hotel. The brand identity is elevated and artistic while remaining humble and accessible, a direct reflection of the chef’s cuisine.
Brand Strategy Brand Narrative Brand Development Creative Direction Visual Identity Collateral Development