The Modern:
Mid-century design meets culture.
Date2018
LocationSarrasota, Florida
Type#Identity #Art Direction #Brand Story #Guidelines
Where design, culture and play collide.
Our hotel identity was inspired by The Sarasota School of Architecture. This movement adapted European Modernism to the culture and climate of sub-tropical Florida from the 40’s to 60’s. The Modern’s dynamic logo expands and contracts to fit various formats and experiences.
A playful illustration style captures vacation moments in the style of mid-century architects, such as Paul Rudolph or Victor Lundy.
A Tiki supper club.
Rudolph’s is the hotel restaurant inspired by Sarasota supper clubs of the 1950’s and 60’s. The dining experience references a beachy Tiki subculture. And its identity fits in seamlessly with The Modern’s overarching aesthetic.
