Nightwatch Lounge

Introduction

Imagine one of the coolest spots in downtown Grand Rapids, where craft cocktails meet moody elegance, and art lines the walls of a bespoke space. That’s Nightwatch Lounge. The brainchild of Rob Hanks, Nightwatch isn’t just a place to grab a drink—it’s an experience.

How did we help bring this vibe to life? This is the story of Launch Kit and Nightwatch.

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Scope of Work

1. Photo/Video Content

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Photo/Video Content

Prior to Opening

Before the doors even opened, we jumped in with photo and video content that gave Grand Rapids a taste of what was coming. Noah worked closely with Rob to create teaser material while the lounge was still under construction. These sneak peeks offered a glimpse of what Nightwatch would become, and they were designed to spark curiosity—just enough to get people excited about something unique brewing downtown.

The idea was to build anticipation, to let the city know a space was being created where art, craft cocktails, and atmosphere would blend perfectly. The teaser content did just that. It got people talking, sharing, and watching as Nightwatch Lounge came to life, setting the stage for a opening that put Nightwatch on the map.

After Opening

Once Nightwatch opened its doors, our photo and video work pivoted to capturing the heart of the lounge: the drinks, the team, and the atmosphere. Rob and his team have designed more than a bar—they’ve created an experience, and we wanted to make sure our content communicated that.

We’re now focusing on producing ongoing social media content that highlights what’s happening at Nightwatch. From carefully crafted cocktail close-ups to capturing the energy of the team behind the bar, we’re telling the story of Nightwatch through visuals. Grand Rapids locals can get a feel for the moody, intimate vibe just by scrolling through their Instagram feed, getting drawn in by the same feeling of elegance and culture that Rob envisioned from the start.