The Surrey
The Surrey is a luxury hotel with a modern art collection and is New York City's only Relais & Châteaux hotel.
Develop a new brand identity for The Surrey that is a marriage of classic and modern, mirrored by a high-contrast aesthetic.
The Surrey needed a brand identity that reconciled two things at once — classic and modern — for a Relais & Châteaux hotel with its own modern art collection, and that identity had to carry consistently from brand guidelines through the website, newsletter, banners and print advertising.
Document a high-contrast visual system precise enough to guide the identity everywhere it appeared, then apply it across every guest touchpoint — digital and print — so the "classic and modern" balance held together regardless of format.
The guidelines set the rules for the high-contrast identity; the Website Design carried it into the hotel's primary digital presence; the Newsletter Design and Web Banner Design extended it into ongoing guest communication; and the Print Ad Design brought the same look to a wider audience.
A single high-contrast identity system, documented in brand guidelines, carried consistently across the website, newsletter, banners and print advertising for New York's only Relais & Châteaux hotel.