Creating a New "Art Hotel" Concept
branding culture house
In 2008, Schoos Design was approached to create a new hotel brand with the first hotel in Phoenix, Arizona. The design concept would be “art hotels” that featured art throughout as part of the hospitality experience. We created a new name, logo and identity system for the hotel concept, which was intended to expand to other cities. These following images show the presentation we created to sell the client on the new hotel’s name: Culture House.
Although the client wanted an "art hotel", our approach was to re-think the concept, which led to the new name. Instead of an "art hotel", our concept was to create a "house" for "culture", which implies a much more broad, all-encompassing experience, as these boards demonstrate.
Creating the Logo
The following board demonstrates the philosophy and influences behind the logo, which draws heavily from principles of modern art and design.
A Unique Concept for Branding Throughout the Property
In addition to branding the entire hotel, our approach included branding each individual venue in a way that still provides visual consistency within the property and with other properties in the brand. The next presentation board shows some uses of these "sub-venue" logos.
Sometimes, despite the best intentions of ownership and designers, wonderful concepts do not work out. This project was begun in 2008, the year the economy crashed, and the project could not continue due to a lack of available financing.