When Hilton Costa Mesa underwent a major remodel, they wished to break politely away from some of Hilton’s established corporate branding to better convey the Costa Mesa location’s refreshed California vibe. It’s proximity to Orange County’s luxurious coastline became the hotel’s inspiration in it’s new theme and décor.
HILTON COSTA MESA’S "BRISTOL PALMS CALIFORNIA BISTRO & BAR" LOGO: Concept and Design
The newly named Bristol Palms, Hilton Costa Mesa’s restaurant & bar, sits at the foot of four towering palm trees inside the hotel’s expansive lobby. It’s logo needed to convey the hotel’s open-air ambiance, as well as its new beach persona. The mark’s vertical palm trunks interweave with horizontal ribbons colored to represent sand and sea, while also denoting the remodel’s fabrics and textures. Diners at Bristol Palms cannot help but gaze upwards at the palms and lofty glass elevator columns, so the typography evokes those tall vertical lines surrounding them.
"FEEL THE NEW" UNVEILING BROCHURE: Concept, Art Direction, Design and Production
To unveil the property’s multi-million dollar transformation, with its harmony of “timeless textures, warm woods and cosmopolitan colors,” its special guests were invited to be among the first to “Feel the New.” The theme line not only conveyed the literal tactile qualities of the remodel, but also the new spirit of the hotel’s energized California vibe. Tightly cropped photography of some of the refreshed fabrics and other surfaces were intermingled with lifestyle imagery of the guest experience.
"CATCH THE VIBE" SALES KIT: Art Direction, Design, Production
Carrying on from the "Feel the New" theme of the Unveiling brochure, the Sales Kit went a step further in branding this unique Hilton property with its new California beach spirit with "Catch the Vibe." The kit was held closed with a semi-transparent vellum belly band which completed the rich imagery of a California beach sunset by adding the silhouette of a young surfer contemplating catching a wave. As a separate piece, the belly band could be updated or changed out with new messages depending on the audience.