St. Jane Hotel

Brand Strategy, Brand Identity, Brand Activation

The landmark Carbide and Carbon Building housed the Hard Rock Hotel brand that was not authentic. The owners of the property wanted to launch a new brand of boutique hotel rooted in Chicago’s history that would essentially give the iconic building back to the city of Chicago.

In order to solve the property’s authenticity issue, we developed a top-to-bottom conversion of the hotel’s brand identity by honoring the city's rich history and infusing the hotel with a timeless aesthetic inspired by the legacy of the windy city.

The redesign was well received by the community resulting in numerous awards and publications including Communication Arts magazine, Boutique Design Magazine’s Gold Key Award, and Conde Nast Traveler Readers' Choice Award to name a few.

Collaborators

Design Director: Ali Martín Filsoof Design + Naming: Sarah Stroschein Illustrator: Morgan Ramberg

More project info +

Creating common ground for the uncommon.

Deliverables

Positioning

Interior Design Directorship

Naming

Keyless Entry Card Design

Brand Architecture

Hotel Collateral

Brand Identity

Café Concept + Collateral

Copywriting

Rooftop Bar Concept + Collateral

Brand Guidelines

Restaurant Collateral

Brand Book

Social Campaign

Brand Illustration

Website Director

Inspired by Jane

When deciding on a name for the new boutique hotel brand, we were inspired by the spirit and works of a truly great Chicagoan, Jane Addams, who championed the values of community, new possibilities and a better life for all.

In 1931 Jane Addams became the first woman awarded the Nobel Peace Prize for her advancements in social work and social justice.