For this project I was given a randomly selected city and type of company with the goal of creating a full brand identity for a brick and mortar location. The city I was given was Detroit, MI and the type of company was a hotel. After doing extensive research I discovered this gorgeous abandoned hotel. It opened in the Roaring 20's but has since fallen into disrepair.
I decided to restore to it's original granduer by re-opening it with a new name and brand identity. I named it after Henry Martyn Leland, the founder of Cadillac and a well-known Detroit figure. The hotel serves a target audience of 30-50 middle to upper class individuals with interest in history.
I used Aria Text G2 for the header typeface and Gill Sans for the body copy to convey a grand and refreshingly modern taste without feeling dated. The crest is inspired from a part of the building's architecture. I chose the color scheme due to its richness and common association with luxury.
I focused heavily on shaping the environment and branding together to feel unified and cohesive. Above you can see the lobby and check in desk, as well as a room key.
Above is the bedroom with a door hanger and buttom for service. The ornate decor, white walls, and simple bedding convey a sense of luxury without being overwhelming. Below is the bathroom with simple soap items and white tiled walls reminiscent of the Roaring 20's.
Below are some additional mockups and touchpoints.
* I do not own the rights to some of these images. They are used for conceptual purposes only.