Haymarket Brand Identity

Haymarket Brand Identity

Haymarket Brand identity is a sophisticated luxury hotel branding project that exemplifies the seamless fusion of historical elegance with contemporary design sensibilities. Created between 2013 and 2016, this comprehensive brand identity system draws inspiration from the art deco movement and the building's rich heritage as a former department store in Stockholm, Sweden, where the iconic Greta Garbo once worked. The identity's conceptual foundation, encapsulated in the notion Greta Garbo meets Lady Gaga, masterfully bridges classical and modern aesthetics, manifesting through an extensive array of over 200 design elements including custom typography, luxurious material applications, and integrated environmental graphics. The project encompasses a holistic design approach, featuring brass signage, customized wallpapers, carpets, and a cohesive visual language that extends across all touchpoints of the hotel experience. The design's innovative approach to storytelling and visual communication earned it the prestigious Gold A' Design Award in the Graphics, Illustration and Visual Communication Design category, recognizing its exceptional achievement in creating a brand identity that successfully marries historical significance with contemporary luxury hospitality design. The project's execution demonstrates particular excellence in its attention to material selection, incorporating brass, copper, and refined printing techniques including CMYK, Pantone, and foil applications, while maintaining a consistent narrative throughout the hotel's various spaces and collateral materials.

brand identity, luxury hospitality, art deco design, visual communication, environmental graphics, typography

— Adam Dawson