Emmy Squared — Alan Reynolds

BRAND WORK

BACKGROUND:

Emmy Squared Pizza began as an extension of the founding team’s success with EMILY in Clinton Hill, built around a shared love of great pizza and the idea that simple ingredients can create memorable food. The brand was created to expand that spirit, offering an elevated yet approachable dining experience rooted in quality and creativity.

The restaurant is best known for its Detroit-style pizzas, made in the classic blue steel pans that create the signature crispy and fluffy crust. While Detroit inspired the style, the brand’s true home is New York City. Its Brooklyn influence shows up in bold flavor combinations, inventive cocktails, and a menu that balances comfort with culinary imagination.

Across everything on the menu, from the award-winning Le Big Matt burger to shareable plates and house-made sauces, the focus is on thoughtful preparation and the fun of good food. Emmy Squared Pizza has grown by staying true to this spirit and by offering guests a warm, flavorful experience that feels both familiar and fresh.

CHALLENGE:

Emmy Squared came to us looking for more than just help running media. They needed clarity on how to market their food, articulate their experience, and tell their story in a way that matched who they truly were. While they were known for their Detroit-style pizza, their menu, interiors, and cocktail program offered a far richer, more elevated experience than a typical neighborhood pizza joint.

But their brand didn’t reflect that. Their identity had become a patchwork of early design choices and leftover elements that no one internally could fully explain or rally around. The result was a confused brand presence that no longer captured the spirit, personality, or ambition of the restaurants.

Our challenge was to evolve the brand into something cohesive, contemporary, and true to the Emmy Squared experience. We needed to reshape the identity so it accurately represented their culinary creativity, the warmth of their spaces, and the elevated yet playful tone that sets them apart.

BRAND BOOK

BRAND WORK

BRINGING IT TO LIFE

Special shout out to Allyson Campbell for all her trust and support on this project.