Hotel Monaco Takes Home Graphis Gold
Posted in Results
Congratulations to Kimpton Hotel’s Hotel Monaco and FINE team for bringing home the gold at the Graphis Awards Letterhead Competition.
The Hotel Monaco is a “brand within a brand” with multiple properties that have a common thread. Their richly diverse identities evoke their locales, while also existing alongside all the properties in the Kimpton Hotels brand portfolio. A careful brand architecture and identity pays off in a letterhead system that clarifies how it all fits and differentiates.
Each Hotel Monaco is recognizably a Hotel Monaco, yet distinctly its own space. This requires a dynamic stationery and letterhead system that creates a consistent structure compositionally but that can be accessorized and enhanced with each location’s brand accoutrements. A core diamond motif echoes passport stamps or steamer trunk decals and delivers the name and location clearly while anchoring the brand. A cast of characters and elements surround the diamonds to create distinction between hotels with flora and fauna like tropical foliage-engulfed parrots, bamboo forest cranes, wrought iron cigar-smoking monkeys, and stone lions. Each property also has a distinct color and pattern that differentiates while retaining structural similarity.
Committed to “presenting and promoting the work of exceptional talent in Graphic Design, Advertising, Photography and Art/Illustration,” Graphis is one of the premier design magazines. Congratulations to all.
Credits:
Agency: FINE
Designer: North Bryan
Creative Director: Kenn Fine
Art Director: Ashley Partrich
Project Director: Devon Neves
Client: Kimpton Hotels & Restaurants
