Formerly a Sheraton Crown Plaza Hotel, the client requested rebrand was to take the hotel away from the chain feeling and into a boutique space. Specifically, the new brand was to skirt the line of being corporate with a bold, dynamic attitude. The result was a series of logo options that all embraced a different persona within the overall guidelines. Designer choice was Clayton Plza omitting the “A” for it’s unusual nature and directness. Designed to be high-end and to convey quality like a luxury brand but without the unnecessary fluff and cost that usually comes with luxury.

Client: Clayton Plaza Hotel
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Creative Director/Designer: Hilary Clements