Originally named Hook and Eye as a nod to the area’s railroad history, the brand and visual identity were dated and unclear. While the name had meaning, it did not communicate what the venue actually was or why someone should go there. Guests had no idea they were missing a rooftop bar overlooking historic downtown Blue Ridge, with cocktails, live music, and sweeping views.

PTE combined strategy and creativity to reintroduce Hook and Eye as The Lookout. The result is a brand that feels confident and intuitive, with visuals and messaging that align the name, voice, and experience with what guests come for: an elevated rooftop destination defined by its view.