guiding principles

WISDOM

WHERE INTELLECT MEETS EMOTION.

The guiding principles of wisdom build upon one another in simple and
complex ways. A United Nations of intuition and craft. Intelligent messages
married to emotionally stunning imagery result in powerful brands.
A marriage of intellect and emotion.

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ROSEWOOD LONDON

Concepted as a modern British manor house,
there are typically no signs on the interior walls of a home
to guide guests to their rooms or a dining room or library,
Bespoke hand made leather-bound books were
designed and produced that are placed open on a table or
custom made wooden lectern to offer information about the hotel.

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Rosewood London, an historic 1914 Belle Epoque building held special considerations and landmark protected restrictions in the renovation. Research into the decorative arts of the Edwardian Period led us to a beautiful William Morris pattern that became a unifying design motif. We commissioned a sculptor to cast the floral motif in three dimensions to become a series of bronze friezes at the entrances to the hotel. These signs were designed to be installed in the drill holes of the original signage.
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The motif designs as well as literary quotes appear again on etched glass doors, walls and shelving. In every respect, the design of Rosewood London respects history, yet has a worldly sophistication with enormous appeal for today's travelers.
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Park Hyatt

Rebranded Park Hyatt in 2000 and again in 2011 to expand lifestyle, freshen identity, photography, colors and guidelines based upon the updated strategy, positioning, operational distinctions, global communications and brand concepts.
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Park Hyatt Beijing. Yintai Centre. Hotel. Residences. Commercial. Park Life Strategy. IFW (International Food Warehouse). Flagship Chicago. Vendome, Paris. Milan Italy. Beaver Creek, Colorado. Philadelphia, Pennsylvania. Washington D.C. Zurich, Switzerland. Moscow, Russia. Dubai, U.A.E. Sydney, Australia. Saigon, Vietnam. Seoul, South Korea. Tokyo, Japan. Buenos Aires, Argentina. Beijing, Shanghai, China. New York City.
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ROSEWOOD BEIJING

THE CAPITAL CITY. The city of emperors and epicures, poets and philosophers, legends and leaders. The ancient city. The future city. The ringed roads intersecting on the journey of limitless possibilities.
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The House of Dynasties. Cantonese and Huaiyang cuisine. Country Kitchen. Northern Chinese and Beijing cuisine. Bistro B. French bistro. Red Bowl. Hot Pot. Mei. Bar, Lounge.
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Andaz, launched by Hyatt in 2007, is a good example of how a global brand can be original and consistent yet flexible. Andaz embodies personal style and easy uncomplicated sophistication in a variety of diverse settings. It all began in London, then moved to West Hollywood and back east to Wall Street before bouncing to the port city of San Diego.
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MANIFESTO

We believe that life should be simple and uncomplicated. But definitely not boring. We believe in Personal. Personal style. Personal attention. Personal choice. We believe in spaces where everything is designed for your convenience, not ours. We believe the world is more about people and places and less about things. We believe that life should be fun, with everything you do. We believe in cooking with the freshest ingredients with simple tasty flavours. Drinks that do more than quench your thirst with foods you want to eat. We believe in Comfort. Comfort of people. Comfort of place and Comfort of mind.
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MANIFESTO

We believe in learning by participating, looking at everything a different way, listening to people and finding inspiration everywhere. We believe in being a good neighbour. The connection to the world by respecting the world and everyone in it. Being global by first being local. We believe in authentic hospitality. The spirit of welcoming you home while you're away from home. We believe that getting on the road is all about the expectation of great experiences and creating great memories. We believe in being grateful and proud to have the opportunity to share a small part of that road with all of our guests.
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We created distinctive brand identities for Andaz Wall Street and Andaz 5th Avenue, as although both properties are in New York City, each destination is inspired by its surroundings - and in NYC each neighborhood has its own character, style and history. Andaz Savannah and Andaz Napa. Helped to introduce the first Andaz in Asia, Andaz Shanghai. Andaz Tokyo.
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ANDAZ AND THE PERIODIC TABLE OF ELEMENTS

Andaz hotel guests from New York City, West Hollywood, to Shanghai may not know it when they are handed a key to their rooms, but they've been classified. Sound terribly scientific? Actually, it is a compliment. When creating the brand concept for Andaz, we strove to find a simple means for expressing the distinct personality of each setting and the people who are drawn to these wonderful places.
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It comes as no surprise that each city is defined by a different mix of elements. For example, New York City is a global financial center and more formal than a beach city like San Diego. We choose the Periodic Table to help us express the "chemistry" of each Andaz hotel. The Periodic Table is a series of rectangles, all of which provide symbols, names and information. Here is a definition of this table of elements: "...now ubiquitous within the academic discipline of chemistry, providing an extremely useful framework to classify, systematize and compare all the many different forms of chemical behavior." The fun for us was finding the words that best expressed the nature of Andaz Wall Street in New York City. Andaz West Hollywood (formerly known as The Riot House for the antics by superstar musicians) and Andaz San Diego in the Gaslamp Quarter and then the subsequent hotel openings.
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The San Diego key card colors are sun-kissed while the NYC colors are bolder. And the West Coast words - artistic, passionate and sensual (to name a few) - contrast the East Coast descriptions, such as ambitious, charismatic and mindful. In the end, all classifications are friendly and welcoming to travelers one and all. In fact, the chemistry of the revolving guest list may vary and combust in unique and unexpected ways. And that might affect the "chemical behavior" of the setting. But our goal was not to limit expectations. Rather, we wanted the identity systems to quickly and beautifully remind guests that "You're not in Kansas anymore."
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HOSPITALITY

Nomi Park Hyatt Chicago/ Nomi, Nomi Lifestyle. The Beverly Hills Hotel and Bungalows The Grand Del Mar Fairmont, Skylotts at MGM Grand Las Vegas The Huntley Hotel Santa Monica Beach, Hyatt Regency O'Hare, The Campus Grand Hyatt Erawan Bangkok, Preferred Hotels & Resorts Grand Hyatt Gurgaon India, Market Grand Hyatt New York
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ANDAZ 5TH AVENUE

Each destination is inspired by its surroundings and branded by drawing on distinct elements of the locale. Andaz 5th Avenue is unique because it captures the spirit, history and style of the neighborhood, which is much different than Wall Street, also in NYC. By focusing on the immediate environs, we are inspired in unusual ways. For instance, students from the nearby High School of Art and Design, with our guidance, helped brand this location by creating original art work in the halls.
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We saw an opportunity to create a unique and fluid brand identity system, while also giving back to our alma mater by mentoring the gifted, young artists who will soon begin their own professional careers. It affirms our belief that collaboration improves the quality of our work, and each generation must reach out to the next. Since the literal translation of Andaz is "personal style" this is the perfect place to showcase young talent. Our concept was to create a series of emotional escapes, even if only for a few moments while gettin in and out of the elevators and onto the guest floors. The HSAD students were directed to express "their NYC" and under our supervision incorporate the usually typical directional signage which needs to be functional in order to find your room.
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Each floor had a team that painted scenes from Central Park. Taxis driving by the world renowned skyline, a kiss in the subway. Passion for music as well as art was written with quotes while lyrics stroll down the hallway. EASTSIDE/WESTSIDE, Uptown/Downtown point you in the direction with the local verbiage. The art give each floor a distinct look and the feel of a modern art gallery, as guests return the may arrive on a different floor and experience a different perspective of the city.
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APARTMENT 2E AT ANDAZ 5TH AVENUE

To help fulfill the goal that global business leaders feel right at home when they come to the big city for meetings, social events and strategic sessions, we blended grand style with familiarity to make Apt. 2e a truly innovative gathering place for globetrotting titans and city residents. The fine touches we created were inspired by the neighborhood, the golden age of publishing and correspondence, and Manhattan's high society. By mixing history with the comforts of home, Apt. 2e feels grand yet intimate.
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We built our reputation by blending emotion with intellect in stunning imagery and evocative language. The elegant Apt. 2e signage includes literate phrases, such as "A celebration and ode to the timelessness of Manhattan socials" and "Embodies both the familiar and the mysterious" and "The quintessential gathering place for those who embrace the passion for life." Overall, the creations for Apt. 2e are a comely mix of passion, fashion and celebration, all of which are visually enticing and tactile. A leather-bound guest book with pages gilded in silver, mirrors the fine book editions of New York's golden age of publishing, the signage also evokes a connection with the city's grand past. Handcrafted stationary personalized with calligraphy - letter pressed and exquisitely finished with engravings and handwritten messages - that harkens to the classic age of correspondence.
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The idea is that every invitation to an Apt. 2e gathering should be synonymous with opening the door to something truly extraordinary. The message is subdued but singular: Meet here for your most important private events, whether for business or play. Open for business, Apt. 2e exemplifies the true spirit of the broader Andaz concept: A friendly, uncomplicated ambience that invites guests to relish the comforts of home in an environment that is specifically modeled as a New York Residence.
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THE CLOTHES MAKE THE MAN - AND BERNARD'S BAR

For Bernard's Bar at the Elysian Hotel (now the Waldorf Astoria Chicago) we created a unique identity that embodied the look and feel of the rich interior. For inspiration, we looked to the fine tailoring of men's clothing and stylish accoutrements, such as wingtip shoes. The leather cover includes debossed and foiled details, as well as stitching. This is a way to expand a brand identity beyond the visual and into the sensual realm. When handed a menu, the bar guest enjoys an immediate sensation of what Bernard's Bar is all about - a men's den whose decor includes leather sofas and other luxuries. So the feel of the menu is the essence of the design. It says so much more than just "welcome."
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Equally important is the experience the guest has when opening the menu. Certainly the typography and text deliver their own kind of visual and intellectual message. But the fine fabric that lines the interior goes further. The smooth surface is redolent of elegant gentlemen and manners. We actually purchased men's dress shirt fabric and used it as the inside covers. Even so, for some guests the fabric might allude to the generous flow of draperies and the patterns of the interiors. Not every brand will the kind of depth that passes the blindfold test. However, we do strive for an identity design that is EXTRA-sensory because we know it may linger longer in the memory of discerning visitors.
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ANDAZ TOKYO

Deeply rooted in local culture and history. Natural, pure, Japanese-inspired home to feel truly connected to the heart and soul of Tokyo with breathtaking views fro the top six floors of the 52-storey Toranomon Hills building.
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RIA: A SENSUAL SENSATION WHERE LAND MEETS SEA

The sensual sensation of two worlds overlapping is the inspiration for RIA, a fine dining venue nestled in the Elysian - Chicago's first home-grown luxury hotel, now the Waldorf Astoria Chicago Our challenge in developing the sophisticated brand identity for RIA was to blend terra firm with undulation. Our point of departure was the literal translation of RIA - "where the land meets the sea." Every element - from presentation of food to rippling menu and shimmering business cards - expresses the tantalizing milieu of transition.
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The website extends the RIA concept of fluidity even in the photos of the food: each shot - whether a tower of shaved foie gras or a woven basket of chocolate crowning a dessert - is cropped to echo the sensual flow of the ocean or the landscape it meets. While the concept conjures images of changing tides and shifting sands, the RIA logo we designed is clean and modern. It is the anchor for this somewhat reflective and mysterious atmosphere the restaurant evokes. The signage, menus, and other collateral allowed us to embrace the swirling nature of sea meeting shore. The menus are simple and elegant, and yet descriptions of each item - First Course, Main Course, Seasonal Tasting - spread across the page like an irregular line of surf surging onto land.
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Keep brand identity design demands that we treat every surface as an opportunity to be expressive. the face of each business card suggests the sheen of the water's surface that catches light and reflects subtle color (and mood) changes. Visual fluidity - the emotive nature of the RIA brand identity - allowed us to subtly remind diners of the incomparable sensation of walking along a shoreline at dusk, shifting sand underfoot, sea brine kissing their toes.
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Food & Beverage

Nomi Park Hyatt Chicago/Nomi, Nomi Lifestyle, Wolfgang Puck Asiate Mandarin Oriental NYC, XIX Nineteen Park Hyatt Philadelphia Elements Lounge/Bar/Restaurant/Music, V13 Vodka Bar, Hong Kong Mandarin Oriental Jakarta, Le Bar Bat Club, Union J. Hong Kong, Wolfgang Puck at MGM Grand in Las Vegas and Detroit, in Los Angeles at LA Live. Brewhouse Hyatt Regency Saint Louis Brewhouse Harvest Kitchen and Bar Hyatt Regency Wichita, Kansas VUE Hyatt on the Bund, Sepia Chicago, MO Bar Mandarin Oriental NYC COCO/Benecotto/Fuegia/506 cinc sent six/La Tua Casa Mandarin Oriental Taipei Colony The Ritz-Carlton Millenia Singapore RIA/Balsan/Bernard's Bar Elysian Waldorf Astoria Chicago
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Park Hyatt Beijing Yintai Centre. Hotel. Residences. Commercial. Park Life Strategy. IFW (International Food Warehouse). Flagship Chicago. Vendome. Paris. Milan. Italy. Beaver Creek, Colorado. Philadelphia, Pennsylvania. Washington D.C. Zurich, Switzerland. Moscow, Russia. Dubai, U.A.E. Sydney, Australia. Saigon, Vietnam. Seoul, South Korea. Tokyo, Japan. Buenos Aires, Argentina. Beijing, Shanghai, China. New York City.
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BEVY

Capturing the artisanal and vegetable forward seasonal menus and the style and elegance of the clientele at the Central Park South neighborhood setting in the new identity for the new American Restaurant. BEVY Master sheet menus in delightful earthy tones allow for nightly updates based upon the offerings of the local producers, farmers and artisans. Light watercolor illustrations mark the seasonal vegetables.
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Fashion BV pattern reflects the style of the restaurant, bar and hotel (The Park Hyatt New York). Delicate typography and flourishes represent the love and care in creating the menu and preparing, plating and serving the food and drinks.