Context

After was born as the sister bar to Ever, the two-Michelin-starred vision of Chef Curtis Duffy. Designed with the same meticulous attention to detail as its fine dining counterpart, the space was stunning—but it wasn’t performing at the level the team had hoped for. Rather than standing as a destination in its own right, After felt like a waiting room for the restaurant, a fallback option rather than a first choice. Overshadowed by Ever’s prestige, it struggled to assert its own identity.

Objective

Reposition After as a bar that Chicagoans would seek out, regardless of their dinner plans. The guest experience needed transformation—from the drinks and service style to the visual identity, music, and physical space. The team required training to elevate service to an international standard, matching the excellence found next door while fostering an entirely distinct energy. And finally, we needed to communicate this evolution to the wider community, making it clear that After wasn’t just Ever’s bar—it was something bolder.

Solution

We examined every aspect of the venue—the brand, the team, the customer experience, the competition, and the space itself. What we found was a bar that needed permission to break free.

From this insight, we crafted a new north star: After wasn’t Ever’s shadow; it was its rebellious younger sibling. We drew inspiration from cultural icons like Solange Knowles, Prince Harry, Noel Gallagher, and Jonathan Nolan—figures who thrive in contrast to their more established counterparts. This idea resonated with Chef Duffy’s love of rock and roll and became the foundation for a radical transformation.

This shift in identity permeated every touchpoint. The visual identity became bolder, with high contrast and unapologetic confidence. The music moved from hip-hop to hard rock, amplifying the space’s newfound energy. Service evolved to be warm, sharp, and unpretentious—striking the balance between high class and low ego. Adjustments to reservations, opening hours, and the physical layout reinforced After’s independence from Ever.

Yet, we still wanted to honor the connection between the two. The cocktail program retained Ever’s ingredient-led ethos, with seasonal menus that showcased the best regional produce. This ensured that, while After had a newfound edge, it still reflected the craftsmanship and quality that defined the wider Ever experience.

Impact

A venue with its own gravitational pull. No longer a secondary choice, After became a must-visit destination for Chicago’s cocktail lovers—a bar that could hold its own against the city’s best, while still embracing the spirit of creative rebellion. The younger sibling had found its voice.