The Seventh Art developed a rebranding strategy for this historic Waldorf Astoria resort, opened as a hotel in grand fashion 1929 and designed by Frank LLoyd Wright. Over almost a century the Biltmore has been a private retreat for some of the most influential powerhouses and is an iconic property with a legendary storied past.

The agency engaged the resort’s illustrious past, combining the patina of the resort’s glamor with the cool and fresh vibe of its restoration. Using custom-made illustrations with black and white photography and innovative graphics we achieved a look that is glamorous with a chic edge.

“The Seventh Art created the current branding/or the Arizona Biltmore. The new branding is upscale, luxurious, and has enabled the Arizona Biltmore to be reimagined from historic to iconic with a new elevated position in the market. In addition to the beautiful creative work, TSA provided the Arizona Biltmore with an extremely detailed and thorough branding playbook. It included logos, wordmarks, monograms, samples of usage in all formats of ads, copy, tag lines, slogans, etc. All of these materials provided a spring board for the Arizona Biltmore to launch its programming and marketing.”

The graphics for Temple Detroit are edgy and bold as well as sophisticated and refined. Graphics inspired by artists like Frank Stella, layered circular motifs, emblems, and luxurious print treatments like gold foil speak a visual language of soul and allure. The typography for Temple Detroit is bold while also feeling feminine. Expressive yet refined. Referential and retro yet contemporary. Undeniably cool and timeless, the typography should balance out the brand while also being a dominant graphic element.

The color palette for Temple Detroit is deep and rich, grounded by a Velvet Green and Maroon. The palette is softened by a warm Grey Plum and brightened with hints of black and gold foil and a Cadillac Cream.The Wordmark for Temple Detroit is bold and memorable, with a bit of a retro Tarantino vibe. The mark stands strong alone, but can also be used as a pattern, an outline, or “T” icon.

Fascinated by the industrious, multi-cultural history of Greenpoint, The Seventh Art did extensive research for the brand positioning and strategy. We created a unique homage to Greenpoint as a vibrant hub for the engineering company Continental Iron Works, the shipbuilding and many other industries in the 19th century, as well as a unique melting pot for cultures and communities.

The project is guided by Greenpoint’s spirit of innovation, hence The Seventh Art leveraged the beauty of revitalizing historic districts and post-industrial neighborhoods. We used the nautical aesthetic of the waterfront when creating the brand identity and brand collateral, fusing elements of creative expression and historic lifestyle with industrial forms.

The Seventh Art created a luxurious and meticulously designed brand collateral package that embodies the Mandarin Oriental fusion of contemporary luxury with signature oriental charm, and reflects the brand promise of legendary service and 21st century luxury, steeped in the values of the Orient. We developed brand collateral for multiple prestigious destinations based on the brand’s exigency of staying “consistently different” across properties, with no detail overlooked – a core value of Mandarin Oriental brand oversight.

The brand collateral translates vividly the Mandarin Oriental brand’s DNA and brand promise, articulating clearly the lifestyle experience in a way that resonates with the target audience. The design is distinctive and refined, providing a sense of delight – intrinsic to the brand’s mission statement, and reflecting a sense of place and peace of mind for sophisticated world travelers.

Our branding work helped merge the Art Deco aesthetic of the hotel developer with the modern minimalism of the hotel operator. The resulting materials created a fresh and different look for Palm Beach, and made Palm House one of the most anticipated new hotels in recent memory.

This resulted in materials that featured elements of the Setai brand system, but which felt Caribbean in feel and reflected the neutral Piet Boon palette, including a 4-part book series (housed together), a web site with clear hierarchy and all related collateral.

The unique artistic history of the neighborhood influenced the development of the brand positioning, narrative, name and the refreshed identity. With this rich cultural history in mind, a new identity was crafted for this distinguished hotel – and along with it, a new story to tell.

Influenced by the rock and roll aesthetic of Warhol, Lou Reed, and the Velvet Underground, The Seventh Art created a youthful and sophisticated brand. The final design is a balance of uptown elegance and downtown edge, as seen through the innovative typography, color palette, imagery and extending through all the touch points.

When Highgate’s strategy changed to owning and developing their own hotels, the company needed a rebranding. As a trusted name in the luxury real estate world, The Seventh Art was tasked with the rebranding of the company and their upcoming lifestyle collection.

The agency created a completely new look for Highgate, starting from the logo, and a whole range of collateral that reflects not only the new strategic direction, but also incorporates the company’s powerful legacy and impeccable reputation as a leader in the industry.