Identity, Physical, Digital, Environmental
The Hotel Sorrento first opened its doors in 1909. We rebranded this Seattle landmark to mirror its timeless features and to live up to its role as a cultural hub in the Seattle literary community.
The Hotel Sorrento opened at the tail–end of art nouveau and just before the Alaska–Yukon–Pacific Exposition, a world’s fair held in Seattle to highlight the development of the Northwest. In the last century the hotel has seen many changes, but it has always remained a cultural hub and held strong ties to Seattle’s literary community.
Hotel, Hospitality, Historic Landmark
Design an identity that plays homage to the grand history of the Sorrento, and create a website that is easy to use for booking stays and viewing events.
2015 — Ongoing
Seattle, WA USA
In creating the identity and branding for the hotel, we wanted to enliven the spirit of this Seattle landmark and drive home its uniqueness with a fitting-mascot. For inspiration we studied vintage publishing house colophons and matched a shade of green drawn from a vintage book cover. The Sorrento attracts the movers and shakers from the arts community, patrons who dress to be seen and speak to be heard — evoking the spirit of a peacock. We were also inspired by the mythology of the peacock — its tail holding the many eyes of the cosmos and acting as a symbol of immortality — which pays homage to the hotel’s impressive longevity.
In creating the website we envisioned a seamless mobile–first experience that allowed patrons to easily and quickly reserve a room, navigate their way through the Sorrento’s event offerings and introduce them to the hotel’s incredible story. We reorganized and restructured the web content to ultimately create a simple and clean user experience.
Vintage publishing colophons, Mythology, Art Nouveau, Aubrey Beardsley
Art Direction, Identity Manual, Print Collateral System, Digital Collateral System, Environmental Graphic System, Promotional Print Materials, Strategy, User Experience Design, User Interface Design and Development, CMS Development, Responsive Design
A mascot was created to express the rich history and eccentricities of this Seattle landmark.
Verbalizing design is another act of design.Kenya Hara from Designing Design
Your culture (whoever you are) is as important as our culture (whoever we are).Colors Magazine
A designer’s role is a role of good citizenship.Milton Glaser
The goal of design is to elevate expectations and make something artful.Paula Scher
We have to overcome the obstacles and rise up to the challenges.Emory Douglas Minister of Culture for the Black Panther Party
Graphic design is not a luxury, but a necessity.Wim Crouwel
Consider everything an experiment.Sister Corita Kent
Good art inspires; Good design motivates.Otl Aicher
Design is art that people use.Ellen Lupton
Design is just language and the real issue is what you use that language to do.Tibor Kalman
To complicate is simple.Bruno Munari
To simplify is complicated.
Everybody is able to complicate.
Only a few can simplify.
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