Research focused on rooftop venues across Spain that shared a similar duality — luxury and freshness, sophistication and approachability. The goal was to find a visual language that could live comfortably in both worlds. The resulting identity balances elegance with a lighter, more contemporary energy. The color palette references the atmosphere of a Madrid rooftop at night — warm, ambient, urban. Typography was chosen to feel refined without being stiff. A photographic style was defined to highlight the rooftop experience: lights, skyline, and the feeling of a special evening rather than a formal event. The system was then applied across all touchpoints — social media, paid media, menus, signage, and event materials — ensuring a consistent experience from the first Instagram impression to the moment guests arrived.