Brief: After reopening in Glasgow’s Southside, The Millwood Bar was ready for a brand and social refresh that would help it connect with new audiences and bring people through the doors. As a queer-owned space, it’s rooted in inclusivity, welcoming everyone while celebrating and supporting the LGBTQIA+ community.

Response: Glasgow’s Southside is known for its vibrant, welcoming mix of arts, sports and culture. It’s a diverse, creative community that champions local businesses and celebrates inclusivity. The brand vision draws from this spirit, aiming to create an open space for Glasgow’s subcultures - a place where everyone feels they belong.

With limited flexibility in the existing brand, the refresh required a different approach. The focus shifted to building a visual direction through photography and design, creating a fluid, modern identity that feels expressive without being overly fixed.