Uptown Sports Club
Develop an identity system and brand world that would honor an iconic building’s history and give life to a new day-to-night neighborhood eatery.
Using the word mark from the original sign as our foundation, GS developed a rich and layered identity system to imbue a delicate balance between the charm and casual ambience of New Orleans and the hustle and bustle of Austin’s East Side.
Brand Messaging, Identity System, Collateral, Merchandise Design, Signage & Wayfinding.
Be a Sport!

In 1949, Uptown Sports Club opened as a neighborhood spot for locals on the Eastside to drink, bet, watch the game and hold court.

Uptown Sports Club has found its second life thanks to Aaron Franklin and a handful of friends united by their deep love for Austin. Same building. Same neighborhood. Same soul. Just thoughtfully reimagined for the East Austin of today.

Uptown is your home base for great food, coffee, cocktails and community. We keep East Austin hours. Open early for coffee & breakfast, serving up a Texan take on Louisiana homestyle brasserie fare and slinging classic cocktails from lunchtime ’til late-night. No rush. No fuss. Come as you are daily or nightly.

Photos by Nick Simonite and Stephanie White.
We are co-conspirators with like-minded people and brands who aren’t afraid to break things.
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