Created 2 new brand identities for the Madison Hotel in Washington, DC: one for their restaurant, and one for their lounge. The hotel was named after Founding Father James Madison, and both concepts had to play off of that history, but still feel modern and upscale for their clientele. Provided creative direction and designs for a branding package included naming (“The Federalist” for the restaurant, and “Postscript” for the lounge), logos, menu designs, signage, menus, coasters, branded plates, placemats, custom wine labels featuring James Madison and his wife, business cards for staff, a custom print, color palettes/textures/finishes for the interior designer to work with, and even sourcing historical paintings and prints from the Founding Fathers era.

RESULTS: After rebranding, the owner sold the hotel to Loews Hotels for $145M– a 16% increase in value.