Twelve rooms in a restored eighteenth century building in Verona's historic centre. Premium rates, a guest score most hotels on that street would want, and an identity assembled piece by piece over the years by whoever happened to be available. The hotel was not the problem. Everything printed with its name on it was.
CLIENT
CLIENT
La Casa degli Angeli
La Casa degli Angeli
INDUSTRY
INDUSTRY
Hospitality, Boutique Hotel
Hospitality, Boutique Hotel
ROLE
ROLE
Solo Brand Designer
Solo Brand Designer
TOOLS
TOOLS
TOOLS
Affinity Designer, Figma
Affinity Designer, Figma
YEAR
YEAR
YEAR
2024
2024
THE PROBLEM
THE PROBLEM
ONE HOTEL
ONE HOTEL
ONE HOTEL
FOUR IDENTITIES
FOUR IDENTITIES
FOUR IDENTITIES
Three versions of the logo across the room amenities, and not one of them agreeing on proportion or weight.
Three versions of the logo across the room amenities, and not one of them agreeing on proportion or weight.
A business card set in a typeface that appeared nowhere else. A website sharing no fonts with the print. Signage, amenities and stationery each made in isolation by someone doing their best without a system to work from.
The owner already knew. Nobody needed convincing there was a problem, which meant the whole project could be about the answer rather than the diagnosis.
A business card set in a typeface that appeared nowhere else. A website sharing no fonts with the print. Signage, amenities and stationery each made in isolation by someone doing their best without a system to work from.
The owner already knew. Nobody needed convincing there was a problem, which meant the whole project could be about the answer rather than the diagnosis.
The above screen is an AI reconstruction of how it looked the entrace of La Casa degli Angeli before the Rebranding.
The above screen is an AI reconstruction of how it looked the entrace of La Casa degli Angeli before the Rebranding.
The above screen is an AI reconstruction of how it looked the entrace of La Casa degli Angeli before the Rebranding.
WHAT I FOUND
WHAT I FOUND
The reviews already did 50% of the job.
The reviews already did 50% of the job.
Two hundred guest reviews, and the words that repeat are peaceful, intimate, and felt like home. The identity standing in front of those guests was ornate crests, burgundy and gold, baroque display type. Walk the block and every hotel on it blurs into the same window.
So the old brand was not simply generic. It was promising the opposite of what people actually experienced once they were inside, which is a harder problem than looking dated.
Two hundred guest reviews, and the words that repeat are peaceful, intimate, and felt like home. The identity standing in front of those guests was ornate crests, burgundy and gold, baroque display type. Walk the block and every hotel on it blurs into the same window.
So the old brand was not simply generic. It was promising the opposite of what people actually experienced once they were inside, which is a harder problem than looking dated.
THE DECISION
THE DECISION
The angel is in the G. Not on the wall.
The angel is in the G. Not on the wall.
The early sheets are full of wings, halos and arched doorways, plus every way of locking an A into a G. All of it literal, and all of it would have put the hotel in the same window as every other crest and cherub on the street.
So the angel went into the letterform instead. The G in Angeli carries a descender that sweeps out and up like a wing, there if you look for it and invisible if you do not. The four stars underneath are the rating, not decoration.
The early sheets are full of wings, halos and arched doorways, plus every way of locking an A into a G. All of it literal, and all of it would have put the hotel in the same window as every other crest and cherub on the street.
So the angel went into the letterform instead. The G in Angeli carries a descender that sweeps out and up like a wing, there if you look for it and invisible if you do not. The four stars underneath are the rating, not decoration.
A literal angel is the safe route, because the client recognises it instantly in the presentation. It is also the route that guarantees the hotel looks like its neighbours. I would rather explain a mark once than compete with the whole street forever.
THE SOLUTION
THE SOLUTION
TAKEN FROM THE BUILDING
TAKEN FROM THE BUILDING
TAKEN FROM THE BUILDING
NOT FROM THE CATEGORY
NOT FROM THE CATEGORY
NOT FROM THE CATEGORY
Warm ivory, deep charcoal, dark cerulean and antique gold, every one picked against the actual plaster and stone of the property.
Warm ivory, deep charcoal, dark cerulean and antique gold, every one picked against the actual plaster and stone of the property.
Gold appears at small scale and only where a guest touches something. The type scale is narrow enough that nothing made for the property later can drift outside it.
The whole experience starts already from the signage, smaller, cleaner, elegant, peaceful, like La Casa degli Angeli.
Gold appears at small scale and only where a guest touches something. The type scale is narrow enough that nothing made for the property later can drift outside it.
The whole experience starts already from the signage, smaller, cleaner, elegant, peaceful, like La Casa degli Angeli.
THE BRAND ACTIVATION
THE BRAND ACTIVATION
One brand. From the front door to the soap.
One brand. From the front door to the soap.
Primary logotype, monogram and signage variants, stationery, amenity packaging, brass wayfinding and social templates. Every touchpoint drawn from the same type scale and the same four colours, so nothing on the property contradicts anything else in it.
The amenity packaging is the piece I would defend hardest. It is the only thing a guest takes home with them. It costs almost nothing to get right and it keeps working for months after checkout.
Primary logotype, monogram and signage variants, stationery, amenity packaging, brass wayfinding and social templates. Every touchpoint drawn from the same type scale and the same four colours, so nothing on the property contradicts anything else in it.
The amenity packaging is the piece I would defend hardest. It is the only thing a guest takes home with them. It costs almost nothing to get right and it keeps working for months after checkout.
THE OUTCOME
THE OUTCOME
Bookings moved. So did the thing nobody measures.
Bookings moved. So did the thing nobody measures.
Direct bookings rose twenty eight percent year on year and the average nightly rate went up by thirty five euros after launch. Instagram engagement roughly doubled across the first six months.
The number I did not expect was five. Five guests referred to the branding in post stay reviews without being asked. One wrote that even the business card was beautiful, and that you could tell the place cared about every detail.
Direct bookings rose twenty eight percent year on year and the average nightly rate went up by thirty five euros after launch. Instagram engagement roughly doubled across the first six months.
The number I did not expect was five. Five guests referred to the branding in post stay reviews without being asked. One wrote that even the business card was beautiful, and that you could tell the place cared about every detail.
+28%
+28%
Direct bookings, year on year
Direct bookings, year on year
+€35
+€35
Average nightly rate after launch
Average nightly rate after launch
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Marko
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