branding

The willis hotel

Art direction by Soonduk Krebs

The Willis Hotel is a faux rebrand of the Divine Lorraine Hotel that has sat on the corner of North Broad Street and Fairmount Avenue since 1892. Named for its architect, Willis G. Hale, the hotel is intended to be the intersection of vintage and modern; for both its rich past and bright future. 

The primary logo marks allude to the building’s immense double arches while the limited color palette allows for a sense of luxury, as this building was once the height of it. Simplistic patterns and type allow for the beauty and grandness of the building to speak for itself.