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  • The Dominick is an iconic hotel in the heart of SoHo, with sweeping views of Manhattan and the Hudson River. It is the only independent hotel in New York City with the exclusive Five Diamond accolade from AAA, and one of only three premier hotels in the city prestigious enough to be included in the Preferred Hotel & Resorts’ Legend Collection.

  • Brand Strategy
    Brand Naming
    Art Direction

  • Brand Identity
    Social Media Strategy
    Style Guide

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.

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