Rebrand

Hotel 32|32 features a boutique inspired lobby, two bespoke sushi restaurants, a secret bar, and murals by resident artist Chris Georgalas. The challenge was to create a brand that is elegant but edgy, able to consistently reinvent itself in an ever-changing market, while maintaining consistency within its identity. I infused this design with textures, linework, and silhouettes inspired by Georgalas' graffiti and traditional Japanese Shodo calligraphy. Implemented with restraint and contrasted with sleek and simple typography, a distinct, luxurious, and cohesive brand identity was chipped from the marble.

​

Project Role: Creative Direction, Strategy, and Design via Honest Media