After Service: Late night Diner & Bar

CHALLENGE Create a late-night bar that could stand out in Halifax's crowded hospitality scene without relying on the polished, predictable branding commonly found throughout the industry. APPROACH The idea came from the observation that the best local spots often feel found rather than advertised. Using a horse mascot and the phrase "Follow the Horse," I created a playful wayfinding system where posters, signage, and billboards subtly guide people toward the bar. Inspired by the saying "you can lead a horse to water, but you can't make him drink," the campaign flips the phrase on its head by having the horse lead people directly to the drinks. OUTCOME The result is a brand that feels approachable, memorable, and built for word-of-mouth. By making discovery part of the experience, the horse became more than a mascot, it became the brand's reason for existing.