Case Study

SteelFire Kitchen & Bar

SteelFire Kitchen & Bar came to Bates Creative as an idea that has since manifested into a successful restaurant serving quality food by friendly people in 2017. The Howard County, Maryland-native entrepreneurs behind the restaurant envisioned a family-style atmosphere that patrons would embrace as a community staple for signature burgers and a fusion of fresh appetizers.

From the beginning of the creative process, the SteelFire team wanted the brand to duel as a new-age American restaurant as well as homage to the team’s family-oriented roots. Bates Creative took on the role as the restaurant’s agency of record to create a brand system that reflected SteelFire’s core mission: Good food. Good drinks. Good times.


  • Brand Strategy
  • Logo / Identity Design
  • Collateral Development
  • Website Design and Development

I was highly impressed by the team at Bates Creative. They were professional, honest, punctual, hard-working, and talented – and they were also a lot of fun! They are a true asset to any project.

Michelle Wildman, Co-Founder

Passion Meets Branding Expertise

The first step of the branding process was brainstorming and polishing a name for the restaurant concept. The selected name, SteelFire Kitchen & Bar, is a literal-meets-conceptual name that speaks to the quality environment the food is prepared in as well as the passion-infused cuisine that is served to each patron.

Bates Creative designed the logo with flames engulfing the sans-serif typographic lockup that is weathered with a faint texture. While the restaurant is a new concept, the distressed logo design is a nod to the family’s years of experience in the restaurant business. Clad in red, black and gray, the color palette distinguishes the two-part meaning of the name while making a smoky reference to metal and heat.

Bates Creative ensures that the SteelFire branding system maintains consistency from signage to menu design to uniforms to reaffirm the restaurant’s dedication to experience.

Expanding Digitally

Bates Creative designed and developed a website in WordPress to introduce SteelFire to the digital community. WordPress’ intuitive platform will also help the SteelFire team as they make any future content updates whether that be text or adding to the website’s photo gallery. SteelFire’s website offers quick, digestible insights for anyone looking to learn more about the new restaurant, including about and mission sections, menu and visit page. The website mirrors what customers can expect at its physical location by carrying the same branding elements of color palette, imagery and typefaces to the web that is experienced in the restaurant.

As the restaurant’s agency of record, Bates Creative continues to develop a breadth of branding touch points to position the restaurant as a hometown establishment that brings the community together.