Channeling the energy of 1960s revolutionaries and creative free-spirits into a contemporary hospitality setting, the duality of Hotel Zeppelin comes to life in its Jeckyl & Hyde-style positioning and brand story. Catering to both polar extremes, the brand guide flows cohesively with the oscillating experience. As the identity begins to arc toward psychedelic, messaging tips toward revolutionary. Similarly, as the logo straightens out, messaging buttons up. The two work in lockstep throughout the experience as a unifying, adaptive force for an experience inspired by guests’ imaginations.