CLIENT: The Santa Monica Proper Hotel

TARGET MARKET: Upscale travelers with a love for Art and Design

CATEGORY: Branding Identity, Naming + Tagline

TYPEFACES: Kiona, Helvetica, Avenir

PHOTOGRAPHY: The Santa Monica Proper Hotel

DELIVERABLES: Blurb 8.5” x 11” multi page publication and digital publication on issuu.com

DESIGN CHALLENGE

Re-brand a bohemian hotel of your choice. Use a comprehensive design process including research, analysis, and business strategy to create a brand identity program. Design the primary identity and apply to a variety of media brand touch points. Design a brand manual to specify how to publish and fabricate elements of the brand identity system that guides how branded marketing materials are to be conceived and produced.

CREATIVE SOLUTION

The Santa Monica Proper Hotel is located in the heart of Los Angeles, California. It exists under the arch of the Proper Hotel Group. The goal of this re-brand was to give the hotel its own identity separate from the group. The interior design of the hotel reflects the coastal vibe of the neighborhood of Santa Monica, and informed the new name The Santa Monican. The interior is also full of unique and engaging works of art by local artists.

The logo was taken from a sculpture hung in the lobby of the hotel, serving as a recognizable icon upon arrival that remains consistent throughout touch points for their entire stay. This brand manual includes guidelines for the brand message, communication pillars, logo use, and applied identity applications to create a seamless experience customers can recognize, building loyalty and a brand that is easy to fall in love with. The imagery used informs the viewer about the essence of the brand within just a quick skim of the pages.