Set in downtown San Francisco, Viceroy’s Hotel Zeppelin echoes the city’s brand of rebellious and innovative tradition. It's a split personality that melds the sensibilities of savvy Bay Area tech entrepreneurs by day with free-spirited creatives by night. It's a bold destination with a forward-thinking attitude embodied in a past era.
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Created to literally shift as the day transfers to night, the modern, minimalistic identity morphs with lighting variation to reveal embellished attributes. Letterforms warp in a way that psychotropic hallucinations might make sense of, for an alter-ego that makes a striking impression.
Interpretation through Interaction
To expand on the identity’s concept further, collateral infuses a combination of techniques to stir tangential effects. From glow-in-the-dark UV coating, to prismatic-tinted transparent glosses, invisible print techniques hint at the subtle, on-site experiences that may be more identifiable to those in another state of mind. To keep the concept fresh without inundation, effects are applied sparingly to reinforce the concept of a property not fully restrained nor excessively flashy.
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.
Exploring Digital Space
Brand recommendations for website typography, color, and photography connote possibility and creativity through vivid expression. Taken digitally, a measured approach to the shape-shifting effects avoids sensory overload. The end result mirrors the intent of the hotel, where a non-conformist experience still invites welcome exploration.