The focus was on improving clarity and consistency.

Content operated without a clear system. Outputs varied in style and frequency, and the split between The Plaza Hotel and The Basement created a fragmented presence. The result was a brand that felt louder in parts, but not fully understood as a whole.

The Instagram presence reinforced this. It captured moments, but not the full picture. Nightlife dominated the narrative, while daytime trade and dining remained largely unseen.

There was also a desire to introduce lo-fi content that still felt intentional. Not rough for the sake of it, but refined enough to hold attention. Content that felt native to the feed, without losing its edge.