The original Hook and Eye brand lacked clarity and connection to the experience itself. While rooted in local history, the name and visuals did little to signal an elevated rooftop destination or set expectations for guests.

PTE reimagined the brand from the ground up, transforming Hook and Eye into The Lookout. Through strategic positioning, refined visuals, and a confident voice, the rebrand brings clarity and cohesion to the experience, anchored by its defining feature: the view.