The_Modern is a hotel where design, culture and play collide. Inspired by The Sarasota School of Architecture: a movement adapting European Modernism to the culture and climate of sub-tropical Florida from the 40s to 60s, the 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.

Art Direction
Brand Story