When the site for a ground-up hotel is a blank slate surrounded by districts packed with culture, you don’t try and beat them—you join them. That’s why for a hotel branding project on Rocky Point, a man-made peninsula in the middle of Tampa Bay, we used our fresh start and central location to our advantage.
The Current Hotel lives up to its name by becoming the hub for only the most contemporary and worthwhile ways to enhance customer experience. Allowing people to explore the best of the area without having to leave.
Designed to resemble the pull of the tide, our logo design goes with the flow as we highlight information and experiences. The brand system of containers, patterns, and other elements created from the main mark help the hotel branding feel more like that of a distinctive high-fashion line.
With ground broken in the summer of 2017, Current Hotel is set to open in 2019. While currently under construction, the city of Tampa Bay excitedly awaits Rocky Point’s newest offering.
Together with a creative campaign, we reminded our northern neighbors of Florida’s hidden gems, and reversed a decline in Sunshine State tourism.