The We Are Bar team wanted to raise the bar for drinking in the city. They asked us to help them define, name, create and build their brand. The aim was to create a bar that put its customers first. So our approach had to do the same. We used focus groups and interviews to get to know our audience, then defined the positioning around their needs. A brand built from the ground up to look after city workers better than everyone else. A brand that moved to the beat of the city.