Challenge
Take a storied hotel in Downtown Dallas and help lead the brand forward during its multi-million dollar renovation in 2016. Tasked with creating a brand architecture for the employees and outlets to follow and reference, we took a look into the past for inspiration.
Discovery
During our tour of The Statler, it was still very much under construction and many of the original elements were slowly being revealed. Those elements included the 3D square facade of the building, the Y shape of the building itself, the slope of the carport and the pattern of the carpet. Using these elements, we created patterns and art elements. For our color palette we drew inspiration from the large lobby mural that was currently under restoration. Bright pinks and oranges jumped out beneath the grime of time. We also looked back at old magazines and ads of the mid-century era, and found color inspiration from there. The “Statler Blue” was pulled directly from the 3D square facade of the building. In addition to the artistic elements of The Statler brand, we also created “Statler Sounds,” a playlist of all Dallas artists to be played in the hotel lobby and elevators. We were also able to consult with renowned Dallas sculptor Brand Oldham in creating poolside and in-room sculptures, honoring one of the hotel’s most unique visitors, Llinda Llee Llama.
Activation
After introducing the brand architecture to the client and their employees, they have since taken our guidelines and used them in executing their website, in-room collateral and photography.
Impact
The restoration of The Statler has brought about a resurgence in Downtown Dallas. People are flocking to the hotel and its food and beverage outlets to take in the old school chic vibe.
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