Nearly Ninth, the newest venture from The Gerber Group, is a destination for fresh, Italian-inspired fare, coffee, and craft cocktails in a warm, modern setting. Located on West 38th Street in New York City, nearly at Ninth Avenue, the space features a bar, lounge, and rooftop bar. The area's signage, pizza joints, and old-time autographed black-and-white headshots often featured on the walls of these establishments inspired the branding. Collages representing the area's eclecticism were created by pairing classic celebrity photography with bits of ephemera sourced from vintage local advertisements. We added a color palette that was a slight twist on the traditional pizzeria colors and topped it off with a modern san-serif logo to keep the branding current. The final product features collateral that is both recognizable and memorable. Hotel guests and local professionals alike will be inspired to return.