Contracting, Designing & Developing - A sister company of Skybeck

The initial direction and design was created by Agency Fifty3 with certain elements such as colors, tone & key icons were already created. However, the client wanted a more refined look to the typography to transform the branding voice from high-end hotel to more southern charm.

This was achieved with transforming the sans-serif font, often indicative of modern & elevated styles, and using a classic serif font. The different build location names are in an elegant and classic cursive font to further bring in that southern charm feel that you see in industries such as hospitality & country music.

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While the variation shown below was not the final chosen piece, I believed it was the strongest visual solution that invoked both charm & elegance while keeping a modern feel that best aligns with the interior design plans of these builds.