From nothing to nightlife.
Vice Downtown Bryan bar branding and digital presence case study 121 N Main St ยท Downtown Bryan, TXThree guys opening a bar in a small downtown district. No website. No social media. No plan for online visibility. And a search result that belonged to someone else entirely.
Three partners. A blank slate.
Vice was a new bar moving into a downtown space that had previously been a completely different kind of venue. The three partners had the vision and the location. But nothing built yet. No website. No Google listing. No social media. No branded menus. No plan for online visibility.
Worse: when you searched for them, you found Vice's name. But paired with the previous bar's description. Every directory, every listing, every search result still carried the old tenant's identity. The first impression was already working against them.
On top of that, the partnership was still finding its footing. Three people with different ideas about what the bar should be, roles still taking shape, and contractors waiting on direction.
Every inaccurate listing was shaping expectations before the partners could. The bar hadn't even opened yet and its public identity was already someone else's.
Built everything. Fixed everything.
I started where the damage was worst. The online presence. And worked outward from there. Every deliverable connected to the next. The website needed brand identity. The brand identity needed social presence. The social presence needed content. The content needed a strategy. The strategy needed the partners aligned. So I did all of it.
Custom Website
Designed and built from scratch. Not a template. A conversion-focused site for a nightlife venue.
Google Business Profile
Created, verified, and optimized. Photos, categories, hours, description. Built to own local search.
Apple Maps Listing
Got Vice properly listed so iPhone users could find, navigate to, and call the bar.
Directory Audit & Cleanup
Identified every site still showing the previous tenant's info. Contacted each one to correct or remove it.
Search Result Repair
Systematically reclaimed the search presence so "Vice Bryan TX" returned Vice. Not a ghost.
Review System
QR codes at the bar, employee scripts for asking, and a custom guide for responding to every review on-brand.
Instagram, From Zero
Created the account, designed the aesthetic, and made the first 9 posts to set the visual tone from day one.
Facebook Business Page
Full setup with branding, info, and initial content strategy.
Menu Design
Replaced generic printouts with branded menus matching the bar's neon aesthetic.
Flyers & Print
Event flyers and promotional materials designed to match the brand.
Foot Traffic Plan
Custom strategy to drive walk-in traffic. Real steps, not marketing buzzwords.
Partner Alignment
Helped the partners get on the same page. Clarified roles, streamlined communication with contractors, and kept things moving.
The menu alone tells the story.
Where they started: a simple text menu on white paper. Where they ended up: a branded, neon-styled menu with signature cocktails, hookah, bottle service, and late night food. Designed to match the bar's identity.
I didn't send them a PDF of suggestions. I designed and delivered the menu myself.
Search Vice. Find Vice.
Google Business Profile: live, verified, 4.5 stars (up from 1.7 on Facebook). Their own website ranks. Instagram is active. Facebook is live. The old tenant's listings are corrected or removed. When someone searches "Vice Bryan TX" now, they find a nightclub with neon branding, bottle service pricing, and a menu link. Not someone else's event calendar.
Still in it.
This wasn't a one-and-done project. The bar is open, the systems are running, and I'm still involved. Refining the strategy, supporting the partners, and making sure what we built keeps working as the business grows.