A fresh brand identity for the Frisco Hotel in Sydney’s Woolloomooloo. The brand centres on the venue’s naval and sailing history, reflecting its proximity to Sydney’s working ports. The logotype is inspired by shipping container lettering, while the logomark evolves the original brand with an anchor at its centre and a rope forming the letter F. The identity also features a custom hand-drawn typeface, influenced by old hand-painted signage and the distinct weathering created by years of salty air.