RE-BRANDING THE DOWNTOWN MILWAUKEE HOTEL

The Residence Inn Milwaukee Downtown completed a multi-million dollar renovation. All of their suites boast spectacular downtown and river views highlighting the city’s dramatic architecture. The client wanted all of their marketing materials to reflect the new contemporary style of the suites as well as to highlight the historic landmark hotel. 

This property was built in 1902 as a prominent downtown department store and was re-imagined as a Residence Inn hotel after the Grand Avenue Mall department store was no longer in business. 

The client desired a mark distinguishing this hotel as a “historic hotel” keeping with the existing Residence Inn by Marriott logo and adding a unique mark for this property. The goal was to highlight the unique features that set this property apart from other downtown hotels as well as other Residence Inns. I designed a typographic mark highlighting this distinction: “Historic Landmark Hotel 1902.” 

In addition to the new historical mark, a visual vocabulary of moody black and white photography highlighting the architectural details of the hotel and introducing a new warm color pallet and photography close-up details that put the viewer in the room. The colors used throughout the new look and feel of the hotel are now consistent throughout their stationery, brochures, and pamphlets. The overall feel is sophisticated, modern, historic and on par with other historic hotels in Milwaukee’s downtown.