© Hotel Casa del Mar
Club Casa del Mar, circa 1926
The goal was to create a new logo that embodied the goals provided by the hotel team.
My first step was an audit of logos of all outlets that were part of the resort property, relational to the current logo.
The first option was inspired by the after-dark, mysterious mood the team at the hotel was aiming for. I spent time wandering and photographing the property and was inspired by the 1920s deco architectural details found in the metal work, from railings to grates. With this design I was hoping to carry the history of the hotel into its future.
Another option was inspired by the hotel's lush, coastal-themed lobby, decorated in colors of gem-like beach glass. This concept was to incorporate etchings of shells, starfish, seahorses into the visual identity, tying back to found objects decorating the property and guest rooms.
The last design provided a more classic option. I was inspired by the beautiful stained glass above their street entrance. This design was presented as the closest to their current identity, using their existing fonts, but introducing subtle foiled elements to evoke elegant metalwork.
