The secret is almost out! Over the past year, our team has embarked on an enriching journey, collaborating with an incredible team of creatives to curate something truly special. We are thrilled to finally announce that we are gearing up for a massive brand refresh launch next month. While we don’t want to give too much away just yet, we will say that this process has been wildly transformative and fulfilling for every person on our team.
We are counting down the days until we can share the news with our industry friends, cherished community, and everyone in between this coming June. In the meantime, here’s a little sneak peek at what has been going on behind the scenes!
Getting Creative
We’ve been on a collaborative journey with Epoch Design Co., a full-service creative agency based out of Newburyport, Massachusetts, for the past year. Our relationship with Ashley Boucher, their Creative Directress, has blossomed over the years at various industry events, and we just felt deeply that she was the right person to guide us on this journey. EDC has worked closely with us, even making several cross-country trips, to ensure that what we're crafting remains authentically us. For that, we are so grateful.
Reflecting on this process, Ash shared, "We've had the privilege to visit the Haggerty family and collaborate with people at the core of their company on multiple occasions, which has been a truly inspiring process. It’s those human connections that have informed our creative process from the start, and given us the freedom to build something that feels unique, joyful, and representative of the extraordinary talent across their teams. They’re just wonderful humans, and we can’t wait to share in the joy of this launch with them this Summer."
Picture Perfect
During this time of change and fresh perspectives, we’ve partnered with Mandee Rae Photography to transform the way we showcase our passion. Mandee has been the ideal creative collaborator to capture everything from our incredible 3-day LCA Executive Summit with Lisa Dupar Catering, to our recent spring and summer menu photoshoots. With her expertise, we’ve reimagined the way we conceptualize, stage, and capture not just our food, but the experience that we deliver. We can’t wait to continue to nourish our relationship with Mandee, and share more of her incredible work with us in the future!
Easter Eggs
We’ve been subtly (not-so-subtly) hinting at our big reveal over the past year. You may have noticed some easter eggs in our promotion of the LCA Executive Summit we hosted in our hometown of Seattle last November. We felt that this was the perfect opportunity for us to start strategically placing some teasers among our industry peers and friends.
Let's just say that the branded umbrellas at the opening night bash, the temporary tattoos at our Seattle grunge soirée, the foil-stamped logo napkins at Benaroya Hall, and the projections at our newest venue, 4015, were no coincidence!
Musings From Matt
Matt Haggerty, our Creative Director, has skillfully led our entire team throughout this journey, ensuring that this new vision aligns authentically with our identity and aspirations. When asked about this journey and the future of DSquared, Matt revealed, “DSquared has grown so much over the years, evolving from its origins with Tuxedos & Tennis Shoes, the brand we all know and love, into an array of services and brands including corporate dining, venues, cafes, and more. As we continue to grow, it is important to us that we elevate who we are, without losing our special touch to make lasting memories.”
As we navigated this period of change, it has been crucial for our team to remember our three core philosophies: Teamwork, Guest First Service, and Culinary Brilliance. Looking ahead to next month’s launch, Matt affirms, “While you will experience refreshed looks and branding next month, our philosophies still hold strong. If anything, this process has only reinstilled our strengths and our dedication to throwing the most epic parties, serving delicious cuisine, and treating you and your guests like family.”
Stay tuned for the big launch next month! We cannot wait to share more details with all of you in June!
