Hotel Indigo

Identity design and brand development for two hospitality concepts within a full-building renovation: a ground floor restaurant and a swanky rooftop bar.

(Client)

InterContinental Hotels Group

(Year)

2021

(Website)

IHG.com

(Service)

Naming & Bran Developmt

(Details)

(Challenge)

Delivering Distinct F&B Brands Under Tight Timelines

Hotel Indigo St. Louis required brand identities for multiple F&B outlets as part of a larger property transformation, with compressed timelines and the need to align with ongoing architectural and interior design work.

(Goal)

Adapt a Scalable Process for Efficient Brand Development

Apply a condensed, structured brand development approach to quickly generate strong, concept-driven identities, while ensuring alignment across stakeholders and integration within a unified hotel ecosystem.

(Result)

Cohesive, Multi-Concept Brand System Delivered at Speed

I developed distinct yet connected brand identities rooted in St. Louis history and culture, translating site-specific research into cohesive F&B concepts. Working alongside architecture and interiors, I ensured each brand maintained a clear point of view while integrating seamlessly into the broader property. The condensed process enabled efficient delivery without sacrificing narrative depth, supporting a smooth rollout across the hotel’s renovation timeline.