A hospitality brand system built to support a speakeasy-style poker club in Brooklyn, New York. *67 or Starsixseven, is named after digits dialed to conceal caller ID. The brand aims to emphasize a sense of anonymity in place of the exclusivity of the club scene with the tagline: “for those in the know”. My brand strategy utilizes spatial mockups to physically actualize the distinct concept, along with an ambiguous yet alluring advertisement strategy. Poker and experiential-related collateral are implemented to mold an overarching visual identity.