The Making of Surcee’s: From Upstairs at Midtown to Unforgettable
Strategy + Insights
Brand Identity
Website Design
Website Development
Photography + Video
Content Strategy
Campaigns
Nestled above the hum of King Street, a beloved gathering space quietly stepped into its next chapter. What was once Upstairs at Midtown is now Surcee’s, an elevated and charming event venue reimagined for modern celebrations.
Our creative partnership began with a single question: how do you preserve a place people love while giving it the presence it deserves? We helped Surcee’s step into the spotlight with confidence with a brand presence that leaves a lasting impression.
SURCEE'S
CAPABILITIES
Surcee’s was designed with flexibility in mind. Whether you’re hosting a candlelit rehearsal dinner, a corporate gathering, a birthday with a bit of sparkle, or simply need a sun-drenched space for a photoshoot or creative session, the venue adapts with ease. It’s a blank canvas with built-in charm ready to meet the moment, whatever the occasion calls for.
Making Space for the Moments that Matter
Our strategy for Surcee’s was built around a simple but powerful idea that planning an event could actually feel good. We leaned into that emotional insight, crafting a brand that mirrors the ease, warmth, and care the team brings to every client interaction. From visual identity to website flow, every element was designed to feel thoughtful and calm, allowing hosts to be present in the moments that matter. Because when the lead-up feels this good, the memories last even longer.
OUR STRATEGIC APPROACH
We were inspired by sentiment drawing from the owner’s grandfather, who returned from trips with thoughtful little gifts—surcees. We set out to design a brand that felt like just that: a small, meaningful gesture that leaves a lasting impression. Every detail was crafted to evoke warmth and ease, making the planning process feel as joyful as the celebration itself. The goal was to introduce something new to Charleston that didn’t feel new at all but rather like it had always belonged.
The visual identity for Surcee’s was designed to strike a deliberate balance: elegant without feeling precious, modern without losing its warmth. We wanted the brand to feel inviting to more than just brides. With a soothing gender-neutral color palette, fluid typography, and subtle nods to Charleston’s architectural charm, we created a system that feels versatile yet cohesive. The result is a brand that holds space for a range of gatherings, from editorial shoots to corporate dinners to celebrations that don’t fit into a single box.
The website was designed to invite possibility. Rather than filling the space with styled scenes, we leaned into the beauty of a blank canvas allowing guests to picture their own moments unfolding here. With intuitive design, immersive visuals, and a virtual walk-through, the experience feels less like browsing and more like stepping inside.
Bringing the brand to life meant crafting more than a visual identity, we needed to build a world around it. Our content strategy focused on storytelling through a lifestyle lens, blending polished event imagery with behind-the-scenes content and thoughtful details. The result was a digital presence that didn’t just announce a venue, but invited people into the feeling of hosting there.
THE END RESULT
We built a brand that feels as good as it looks. Surcee’s launched with a clear identity, an engaged digital presence, and a website built to convert. Luxurious yet approachable, it’s now recognized as one of Charleston’s go-to spaces for gatherings—and built to stand the test of time.
From the very first conversation, Glo Creative Co. felt like an extension of our team. They didn’t just give Surcee’s a new look—they gave it a new life. Kelly and Simone brought so much clarity, creativity, and care to every part of the process, from reimagining our name to designing a brand and website that truly reflect the heart of our space. We’ve had so much fun working together and can absolutely see Glo becoming a long-term creative partner across the King Street Hospitality Group family. This is just the beginning.
Kathleen Shuler
Owner, King Street Hospitality Group
TESTIMONIAL
