A hotel located in Chicago, IL, that combines history with a classy, modern atmosphere while targeting an audience of adults aged 25 and over.
The task was to select a company, product, or service in Chicago, IL, with the end goal of developing a comprehensive strategy, brand identity, and later a cohesive brand system spanning the myriad of print and electronic deliverables for the promotion and marketing needs for the client.
I began my process by researching hotels in Chicago, due to the unique possibilities hotels have with their branding—I chose Hotel Lincoln due to their atmosphere and good reviews. From my research on hotels I knew that the challenges the hotel faced were unrelated to bad branding, it was just that it looked too similar to all of its competitors. With this in mind, I created a graphic mark that was unique to them while still remaining true to their atmosphere.