The Blue Plate

15-year brand partnership chronicling the evolution from startup diner to Chattanooga institution

Whiteboard partnered with restaurateur Rob Gentry to launch The Blue Plate as Chattanooga's modern metropolitan diner, complementing the sleek contemporary interiors designed by architect Roddy Creedon. Our 15-year journey began with developing a logo and identity that captured the spirit of both the place and the creative menu. Early designs leaned heavily on typography, creating layouts reminiscent of neon signs, city streets, and classic diner marquees. As the restaurant matured and exceptional food photography became available, our visual language evolved to incorporate these striking images. The brand later transformed into a condensed typography system on flat color with signature halftone patterns, paired with short, clever writing. This refined approach extended to Local 191, The Blue Plate's sister bar establishment, using complementary colors while maintaining the cohesive design DNA.