Haymarket (Brand Identity) by Jacqueline Jacoel
2017 - 2018, Golden A' Graphics and Visual Communication Design Award Winner
We were inspired by the buildings strong history and by the 1920’s art deco movement. Our objective was to create an identity that felt natural at the same time as it was unexpected. We therefore created the concept "Greta Garbo meets Lady Gaga" which we used as our strategic tool when creating the brand identity and as well as all design unites.
Haymarket By Scandic is a luxury hotel located in Stockholm, Sweden. The building was previously home to PUB, a famous department store dating back to the early 20th century. Greta Garbo also used to work here before her fame. We created the brand identity for the hotel which is both timeless and modern. Luxurious materials is mixed with classic and contemporary typography. The identity is also incorporated in the interior; signage system, wallpapers, carpets, brass screen dividers etc.
Design Challenges
As this was to be the first in line of signature hotels for hotel chain, Scandic our main obstacle was to convince the client to go all in on the branding experience and that we needed to develop brand new design for all entities of the communication to make the story and concept coherent.
Production Technology
Signage: Brass logotype on the building, brass room numbers, digital screens Interior: Customized wallpapers and carpets, customized brass screens Print materials: Folders and print matters with CMYK, Pantone and foil printing Packaging: Toiletries, paper packaging and plastic bottles with foil printing
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