Turning the table on Morgan Curley

2025 Applied Arts Design Awards juror Morgan Curley, Co-Founder and Creative Director of Public Eye, shared a project she and Marc Husted, Co-Founder and Creative Director Public Eye, created for client Sound Room. They created a one of a kind identity that speaks to the locale, a place where its patrons rejoice in an analogue hang. 

Following a devastating fire that left our clients' beloved taproom in ashes, Ol’ Beautiful saw an opportunity to bring to life a bar concept they had been dreaming of for years. Sound Room is a listening bar centered on the beauty of analogue living—great beer and a space to explore music, one record at a time.

Public Eye’s vision for the identity leaned into the concept of “resonance” and the synthesis of analogue sound—fuzzy, soft, and rich visuals with a hint of imperfection. Natural materials like plywood and textured paper were contrasted with vintage stereo finishes, such as brushed aluminum, to create a material palette that felt true to the concept.

Although entirely conceived by our client’s well-known brewery brand, Ol’ Beautiful, this project was aimed at a different audience. We were therefore tasked with developing a sub-brand that was distinct, yet still aligned with the DNA of the parent brand.

What were the success stats or indicators?

We could get sales projections or other metrics, but quite simply: if you aren’t there at opening, it’s tough to get in. Sound Room was quickly adopted as a Calgary must-visit destination and a spot for Ol’ Beautiful fans to continue to connect with the brand they love.

Can you give us your opinion on what you think made this project a success?

This project spoke to so many of our true passions in the studio: music, beer, food and low-key conversation. Despite the shorter timeline to pull this identity together, we trusted our clients' vision and they trusted ours. It was the ultimate flow-state project.

IG Public Eye  W: publiceye.ca

IG: Obsoundroom W: obsoundroom.com

It must be Miller time somewhere? Lets head on over to Sound Room!