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The Kimpton Sawyer Hotel celebrates the history and future of Sacramento—a flagship hotel set in downtown’s new 6-block development and anchored by the new Sacramento Kings’ stadium. Riding the social and cultural transformation, The Sawyer captures both the rich agricultural, Gold Rush heritage, and burgeoning tech of the area. Full brand development included naming, brand positioning, identity, sales and operational collateral design, and splash page; each touchpoint alludes to the property’s indoor and outdoor activities, and access to the most innovative multi-use sporting and entertainment facility in the country.
The brand took shape in ways that later informed the story and messaging. The Kimpton Sawyer Hotel clearly idolizes the communion between outdoor and indoor, a venue where the creative spirit is energized by nature and inspired by urban possibility. The identity borrows from the interior design, bringing to life the polygonic shapes, while reflecting a modern and abstract sentiment. It also doubles as an elemental form—alternating between a tree and leaf depending on its use tying to Sacramento’s nickname, City of Trees. While decidedly contemporary, the identity playfully connects to the California Gold Rush heritage through the golden linework and wordmark.
Collateral design uses a natural color palette and contemporary finishes, to mirror the overall aesthetic of the hotel. Organic materials and textures, and geometric patterns, across both in-room and sales collateral create an intersection reminiscent of the historic and contemporary convergence in the space.
The brand’s elegant ‘branches’ intentionally create a natural and aspirational feeling—a pioneering spirit with upward movement. From a lobby that frames views and draws visitors through the space, to stylish guest rooms that feel like a luxurious pied-à-terre, spaces evoke a strong sense of the future of the Sacramento Valley, with The Sawyer at the center of Sacramento’s evolving city landscape.