Brand Strategy + Identity Development
The newly restored historic Harlow Hotel is a boutique hotel built in 1882, slated to open in Summer, 2019 in downtown Portland, Oregon. Nestled on the east side of Portland's north park blocks, Harlow is right in the center of it all - walking distance to many of downtown's finest galleries, restaurants, and museums.
Inspired by the geometric and streamlined attributes of the Art Deco movement, I developed an identity that allowed for a modern spin on the popular 20s era. Starting first with a deep discovery session, I helped Harlow define their ideal customers, researched competitors, set business development priorities, and defined a clear positioning statement to be sure design decisions followed the strategy and research.
The main mark was inspired by the famous stained glass windows of the era. Also, I designed the double crossbar seen in the H to emphasize the double h's found in the name Harlow Hotel, while still speaking to the time period and aligning stylistically with the shape of the enclosure. The condensed typography chosen for the room numbers is both expressive of the period and functional.