The Ivy Hotel was a nameless, faceless, still-under-construction property that needed to be turned into a relevant and memorable brand. Using cues from the District’s streets, a framework for the logo and visual system was built. In turn, creating an identity system that complements the seductive appeal of San Diego's high-design hotel and its exclusive social scene, while also alluding to the red-light past of the Gaslamp Quarter. All marks in the Ivy business system match in their weight, balance, concept, and typography. Aspirational brand language and design are integrated across all Ivy communications, including signage, interior design, advertising, websites, trade shows, and in-room collateral. Each Ivy brand uniquely stimulates curiousity while inviting visitors to become part of the luxurious Ivy experience as a whole.