Luxury defined

Ivy Hotel

The Ivy Hotel was a nameless, faceless, still-under-construction property when it tapped space150. What could we possibly do for it? How about develop an identity system that complements the seductive appeal of San Diego's newest high-design hotel and its exclusive social scene, while also alluding to the red-light past of the Gaslamp Quarter? How about turning nothing into a relevant and memorable brand?

The mark for the Ivy Hotel is comprised of three letter-forms: I, V, and Y. Internally referred to as the "Chandelier Leaf," the ornate mark reflects the shape of an actual ivy leaf while emulating the contemporary luxury of the new boutique hotel.

The system extends to the Ivy's other properties including Envy, the bordello-style nightclub, and Quarter Kitchen, the hotel’s centerpiece. Envy's logo was inspired by the club's Modern-Victorian aesthetic interior. It’s a take on the classic gala mask, alluding to the mystery, voyeurism, and eroticism of the club's guest experience.

The Quarter Kitchen mark is inspired by the Gaslamp Quarter, the historic heart of San Diego. It’s a take on the letterform “Q.” The tail is reminiscent of the four-arm antique lampposts lining the Quarter's streets. The four arms also twist into a heart shape, atop a footer that resembles a fork, which is an obvious iconic fit for the eatery.

All marks in the Ivy business system match in their weight, balance, concept, and typography. Aspirational brand language and design are integrated across all Ivy communications, including signage, interior design, advertising, websites, trade shows, and in-room collateral.

In the end, space150 created a system that allows each Ivy brand to uniquely stimulate the senses while inviting visitors to become part of the luxurious Ivy experience as a whole.

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    Services

  • Design & Art Direction
  • Creative Copywriting & Storytelling
  • Brand Identity + Naming
  • Business System & Collateral
  • Strategy & Insight
  • Information Architecture
  • Online Product Development
  • Content Management Systems
  • Quality Assurance and Deployment
  • Product: Faust