Kimpton Saint George
The Saint George Hotel is Kimpton’s first Canadian outpost — an eclectic transition between diverse Toronto neighborhoods that bridges the city’s upscale sophistication and artistic edge. From naming, brand positioning, and messaging, through to identity, collateral, and web presence, both story and design are an intricate convergence of Toronto influences, old and new.
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An Improbable Collection of Brand Details
Strategy worksessions established a platform for the brand experience, naming, and eclectic style. Visual identity reflects handcrafted artistry with densely-detailed custom lettering inspired by vintage maps. The color palette complements warm interiors to add antique sensibility and modern polish. Eccentric wildlife and steampunk illustrations, paired with cheeky copy, turn collateral into a collection unto itself.
Signage of the Times
Exterior signage stands out by being understated, featuring the historically-rooted brand name in both simplified, modern letterforms and shortform for strong recognition from any neighborhood angle. At night, a braille version is revealed upon illumination — for those in the know, a dedication to the neighborhood’s once beloved Honest Ed’s store.
The New Toronto
The brand feels at home online. The custom patterns from collateral frame the signature baroque, engraved type, and the logo scales to its shortform at smaller breakpoints. Across the entirety of the brand system, the eccentric styles feel new and different, yet connected to familiar history. All the diverse elements manage to fit together in one place, just as they do at Kimpton Saint George, and in today’s Toronto.