LD Brinkman, owner of Mr. Gatti's Pizza, commissioned SPD and Dick Clark Architects to help create a new restaurant concept that was part Italian buffet, part midway, and part arcade. The result was GattiTown, patterned after small town Main Street USA, complete with a city hall, movie theatre, TV repair shop, gift shop and sidewalk buffets. Catering to families, young and old, each could seek their pleasure. While the parents and grand parents enjoyed their meals, the kids could play games and explore in a safe, entertaining environment. We created the new identity and numerous applications including exterior and interior signage, interior graphics, store identities, apparel and specialty items.