Hospitality Design / Identity / Collateral
The Whitehall Hotel was built in the 1920’s and resides just off of Chicago’s famed Magnificent Mile. This brand refresh aimed to bring a modern revival of the 1920's extravagant style in a clean, contemporary new identity.
As an upscale hotel, the goal of the mark was to be elegant and simple. Futura was selected to be clean, modern and to pay homage to the typestyles of the 1920’s—with unusual crossbar heights and interesting angles—while the patterns were created to be lavish but more contemporary than the over-the-top patterns of that era.