Directing the Iconic Brand

I created the original design direction for the brand in-house, then directed multiple agencies to bring the iconic look to the finish line. This includes club branding, interior artwork, advertisements and graphic design.

The original logo shown below

Promenade Window Vinyls for 2024 Ft. Lauderdale International Boat Show, covering the entire lower floor of the Condo Building.

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The Original Wordmark Concept

The finalized logo

The custom wordmark is created using geometric forms, and these forms create mid-century modern shape patterning that is used throughout the branding.

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The iconic spire top of the hotel inspired the branding with a simplified crown icon to represent the architecture.

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Signage design utilizing the refreshed brand.

The signage highlights the new, modern approach to the branding by using a mixture of light neutrals and blues that mimic the seaside beauty of the property. The crown icon is utilized in a subtle nod to the architecture of the spire. Polished materials elevate the wayfinding to the five-star hotel standard of the property.