Brand Design Case Study

Located steps from Madison Square Garden, Tara Mór is a bold, three-story Irish bar and restaurant that bridges modern Ireland and the vibrant energy of New York City. Designed to be more than an Irish bar, Tara Mór celebrates contemporary Irish culture — bright, brash, and full of wit — while staying rooted in the warmth of traditional hospitality. Each floor offers a distinct experience: from lively gatherings and elevated dining upstairs to Off the Record, the sultry neon-lit basement lounge below.

I led the creative direction for the venue, in partnership with the owner Kevin Doherty, shaping every visual and experiential detail to reflect this dual identity — heritage meets modernity. My work for Tara Mór included:

→ Brand Identity Design & Development — a complete visual system blending classic Irish motifs with bold, modern aesthetics through typography, color, and custom iconography.
→ Interior Styling & Art Direction — curating materials, patterns, and focal elements that evoke both charm and edge, ensuring each floor feels distinct yet cohesive.
→ Website & Digital Design — extending the brand identity into a seamless digital experience with clear storytelling and visual continuity.
→ Menu & Print Design — developing an elegant yet approachable suite of menus and printed materials that balance sophistication with a sense of play.
→ Copywriting & Content Management — crafting brand language and digital voice to communicate the heart of Tara Mór’s concept: a celebration of modern Ireland in the heart of NYC.
→ Exterior Styling — designing street-level presence through signage, and window styling that invites curiosity and complements the interior aesthetic.
→ Photo Booth Design — creating an interactive branded moment that reinforces the bar’s lively, social energy.
→ Mezzanine Artwork Installation — conceptualizing and installing custom artwork that adds depth, color, and narrative to the upstairs mezzanine experience.
→ Custom Glassware Design — inspired by the Guinness "split the G", the One Mór glass tells guests to "split the fada" to add a depth of Irish storytelling.

From concept to execution, every element of Tara Mór was designed to feel alive — layered with personality, cultural pride, and a sense of discovery. The result is a venue that embodies the evolution of Irish hospitality: confident, contemporary, and irresistibly magnetic.