1. underFiRE:
under
FiRE
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2. under
FiRE
 SWOT
 Vision Statement
 Brand Essence
 Describing underFiRE in… 3 Words
 Describing underFiRE in… 2 Sentences
 Describing underFiRE in… 1 Paragraph
 Brand Personality
 Value Proposition

3. under
FiRE
Strengths
Food, tables and lounge space.
Residual patronage.
“New/Shiny.”
Location.
Opportunities
Able to shape future.
Multiple points of sale.
Summer.
Leverage existing partnerships.
Threats
Competition – area bars.
Empty building at night.
Confusion between bar and the
currently better known restaurant.
Weaknesses
Unknown as a bar.
Lack of dance space.
Exterior signage.
Different crowd as restaurant.

4. under
FiRE
 To become the destination for young working
professionals looking for a fun, unpretentious, casual
atmosphere they can share with their friends and
exceeding their expectations.

5. under
FiRE
When your customers experience Under Fire, what emotions does the
encounter elicit?
 underFiRE is casual, approachable and fun
 It’s delightfully quirky and naturally authentic
 It’s full of nice people looking to chill and have a good time
 It’s a great place to grab some drinks with friends
If your brand was a person, how would you describe their personality?
 If underFiRE were a person, it would be that fun, interesting girl you and
your friends know. Although she’s a bit different, she’s easy to talk to and
has a certain understated sexiness. She’s unpretentious and authentic.

6. under
FiRE
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7. under
FiRE
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8. under
FiRE

9. under
FiRE
 Lighthearted & fun
 Authentic & truthful
 Quirky & playful
 Flirtatious
 Grown-up, but not buttoned-up

10. under
FiRE
 underFiRE offers young adults living and working in
the immediate (Back Bay) area an inviting and
unpretentious lounge to casually enjoy the company
of their friends with some great food and reasonably
priced cocktails and drinks.