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The assignment was to create a vivid expression that extends a new brand identity and collateral system into letterhead and business forms for the Hotel Zeppelin, a new San Francisco hospitality brand that captures the city’s roots of cultural rebellion.
Something as seemingly mundane as letterhead presents an opportunity to differentiate and play up the property’s experiential elements. To that end, FINE collaborated with the hotel’s interior design firm, Dawson Design Associates, to identify a facet of the main lounge and lobby to echo in the letterhead design. Black lights positioned in those spaces turn on and off, revealing messages on the wall. The same effect is true of the printed pieces, using phosphorescent UV blacklight inspired inks with a graphic that “warps” in different light. Like the hotel design and experience, the design of the letterhead can “turn on” the refined and contemporary feel, or switch to unexpected and a bit mind-bending.
The overall design effect reflects and amplifies both the refined guest experience and the “contemporary, mind-altering hospitality” that help this brand stake its claim and differentiate in a city of impressive hospitality brands.