Our involvement in this project began as renovations were still underway on the property. We needed to maintain the iconic art deco logo, and Kimpton was limited in what they could change on the building exterior due to historic preservation laws. The first thing we did was up date the logo slightly, while developing the tagline, “Life rescripted”. The tagline reflects the “European Bohemian” décor and spirit of the property. This is life in a new and different way. Loose, casual, approachable and eclectic. We then developed a visual iconography based upon patterns and textures from the interior design. We then proceeded to design everything for the property including, key cards, letterhead, note cards, umbrella wrap, housekeeping cards, tray cards, privacy signs, menus and concierge cards.
Developing marketing materials was our next task and included colorful, funky eBlasts directed to both the group and leisure markets. Ads in local media and GLBT publications with the headline: “ Is it a hotel or performance art?” positioned the hotel as something truly different and unique. We look forward to seeing this great destination flourish.
