A collection-wide rebranding to refine and amplify Monaco’s whimsical, curated appeal to the gregarious world traveler used deft design and brand touches to architect the ideal balance of localized touches and brand-wide connection. Each Monaco location “ladders up” to the Monaco style which, in turn, belongs to the Kimpton master brand. Think of it as the eccentric uncle to the parent brand’s irreverent luxury. Mapping guest experience and dashboarding the unique brand traits for each was the first step toward helping guests see, and feel, the relationship and complementary experience offered by each contributing brand.
At the visual core of the Monaco brand identity is a consistent mark that unifies the brand’s intent; a core diamond motif logo echoes passport stamps or steamer trunk decals, delivers the name and location, and anchors Hotel Monaco’s story about the world traveler seeking an immersive, fanciful experience in each city. Most importantly, it represents an experience they can “collect” on their adventures in Baltimore, Chicago, D.C., Denver Philadelphia, Pittsburgh, Portland, Seattle, and Salt Lake City.