It was a great honor to create the identity for Portland’s only lesbian bar, which opened in spring 2022. Doc Marie’s is named for Marie Equi, a trailblazer for women’s rights in the early-20th century American west. The branding had to be memorable and make an immediate bold statement while maintaining a pretty femininity. Since the owners were only making minimal changes to the bar’s interior, the identity also had to integrate and celebrate the bar’s heritage as the classic old Elvis Room.
Our visual inspiration came from traditional American tattoo, whose sexy and edgy elements we juxtaposed with the sweetness of an iconic Portland rose. (As a bonus the style also offers a shoutout to Sea Tramp Tattoo, Oregon’s oldest and longest-running tattoo shop, which once occupied the building where Doc Marie’s now resides.)
Check out the mood board at the bottom of this page, which gives a glimpse into how all these seemingly disparate elements combine seamlessly into a charismatic identity.
Select photos: Doc Marie’s