Our strategy in converting a branded hotel in Washington DC to a unique soft-brand was to first create the persona behind The Darcy, and then stay true to that mindset. We were constantly asking ourselves, “What would Darcy do here?” and, “Would Darcy use this?” as we developed every aspect of the hotel branded elements, story, and collateral. The visual identity we developed is authentic, with idiosyncratic touches: refined, with classical European influences, high-end, but with an edge. All branded elements are injected with personality – moody, polished, stylish, and provide guests a singular alternative to neighboring business hotels.
Art Direction, Brand Development, Brand Positioning, Branding, Collateral Development, Copywriting, Creative Direction, Custom CMS Development, Logo Development, Naming, Print Design, Search Engine Optimization, Signage Design, Style Guide Development, Visual Identity, Website Content Strategy, Website Design, Website Development