The Fifth Avenue Hotel at 250 Fifth Avenue is a luxury destination that beautifully blends New York’s rich history with modern elegance. This project required us to craft a complete brand identity, from hotel signage and stationery to collateral materials, website design, and a distinct social media voice—all aimed at reflecting the hotel's heritage while connecting with today’s sophisticated traveler.

Inspired by the building’s origins as a Gilded Age mansion and its later transformation into a Renaissance-style palazzo by McKim, Mead & White, the brand identity seamlessly merges historical charm with a contemporary edge. Every aspect of the design embodies the hotel’s spirit of curiosity, refinement, and worldliness, while paying homage to its architectural and cultural significance.

The branding process involved the creation of a timeless logo and visual language that strikes a balance between the opulence of the past and the clean sophistication of today. With a refined color palette, bespoke iconography, and elegant typography, we captured the essence of the hotel’s commitment to generous hospitality and its storied narrative.

For the hotel’s signage, we designed custom wayfinding and environmental graphics, utilizing premium materials sourced from the hotel’s own interiors to ensure a cohesive aesthetic. This attention to detail enhances the guest experience, creating a seamless journey through the property from the moment they enter the lobby.

In the digital space, the social media reels were crafted to tell the story of The Fifth in an engaging, sensory-driven way. We focused on evoking the five senses—sight, sound, scent, taste, and touch—mirroring the experience of a flâneur as they wander through the city, embracing every detail. These reels not only highlight the hotel’s stunning interiors and its vibrant surroundings but also convey the sophisticated lifestyle it offers, helping the hotel resonate with a global audience.

By thoughtfully bridging the past with the present, this project successfully positions the Fifth Avenue Hotel as both a historic landmark and a leading destination for today’s travelers.

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