Domain Cafe

We were tasked with naming, branding, and designing signage and wayfinding for Domain, a cafe located in our tech client’s New York City campus. The design of Domain drew inspiration from NYC neighborhoods and brownstone homes and includes three distinct areas: the stoop, the dining lounge, and the hearth. Our goal was to create signage that complements the unique architectural finishes and individual character of each space.

The name Domain was chosen to evoke a feeling of home. Additionally, this cafe sees a lot of computer engineers as patrons, so the word “domain” holds a dual meaning with its connection to technology.

A long hallway guides visitors to the main cafe entrance, featuring a floor graphic inspired by crosswalks and a wall adorned with layered, wheat-pasted posters containing references to the cafe’s offerings and the surrounding workplace theme. The entrance signage draws from traditional residential address plaques and glass lettering.

The signage inside the cafe boasts a unified design language while celebrating the distinctive personalities of each area. The stoop area, with its warm terracotta tones and abundant greenery, alludes to an outdoor gathering space. The dining lounge is a grand space with deep jewel tones, rich woods, and shelves filled with mixed objects, artwork, and house plants. The hearth is home to the food stations and has an eclectic, whimsical character.

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