The great advantage of a hotel is that it is a refuge from home life.
The Project Context
A comprehensive, high-end identity and packaging system for an upscale, art-driven Art Deco hotel based in Miami, Florida, targeting upper-middle-class guests ages 40–60.
Design Strategy & Execution
Developed a custom, quirky uni-case typeface called Gatz Moderne to serve as the signature visual anchor throughout the hotel's branding and print touchpoints. Designed a stylized calla lily logo mark, a classic nod to Art Deco era fine art, to elevate the luxury feel. Paired an eccentric teal and burgundy palette with gold accents, extending the system into luxurious, custom-finished amber toiletry bottles.
