Brand Identity Concept for a Chic Hotel & Residences
Studio: The Gettys Group
Refined, elegant living
Alta Hotel & Residences is soon to be the buzzing heart of Vestavia Hills, Alabama — a hub for hospitality and elegant living based on the ancient Roman Forum, a gathering place and social hub.
Challenge:
With stunning interiors by Christopher Architecture & Interiors, the hotel and residences needed a brand identity to tie together the modern interiors with the ancient Roman inspiration behind the brand concept.
Like the Vestavia Hills motto, “A life above,” the branding needed to feel elevated.
Solution:
The concept I designed is based on Fibonacci’s “Golden Ratio,” a sequence of numbers used to create balanced architecture, which was applied during the era Roman Empire.
I wrote the brand narrative and concept that guided our brand identity explorations.
I designed this identity concept with collaborative art direction provided by Christine Knorps, Jana Singer Arbogast and Sunjoo Cho.
Results:
The clients ultimately chose to pair the secondary mark and color palette from my concept with elements of two other options presented by my team. The property is currently in development, and you can see the beautiful renderings of the property here.
Services:
Brand strategy & narrative
Brand identity design
Brand collateral design
Copywriting
Making A’s
Paired with a logotype created by Christine Knorps, the secondary brand mark is my take on an architectural “A,” with geometric shapes and a form inspired by the arches that appear throughout the interiors.
Brand NarrativeTrue to Forum
At our hotel and residences, we build a life of quality—“a life above”—in synergy with our picturesque location. Our elegant spaces are the center of our community, a modern rebirth of the ancient Roman Forum, the lively hub endlessly astir with people trading, socializing and shaping the empire’s future. Residents, guests and locals naturally gravitate here for day-to-day happenings and once-in-a-lifetime events, from laughter-filled conversations at our poolside bar to dignified banquets in our ballroom.
Much like the artistry of our building’s architecture, we bring the utmost care to our service. We integrate subtle nods to Roman culture, infused with unmistakable elements of Vestavia Hills. We craft experiences for residents and guests inspired by nature, like fresh floral arrangements and healthful, wholesome food prepared from scratch. Immersive arts-and-culture programming allows them to be enriched and inspired.
We’re the buzzing heart of Vestavia Hills—connecting guests and locals to one another, to unforgettable experiences, and to the world around them in perfect harmony.
This work is owned by The Gettys Group Companies and the client.