Lyle, Washington D.C.
Nestled in the heart of Dupont Circle, Lyle redefines modern elegance, transforming its Art Deco heritage into a haven of understated sophistication. Designed to feel effortlessly inviting, the hotel’s thoughtful details—such as bespoke burlwood furnishings and rich, tactile textures—deliver an approachable luxury that feels like visiting the apartment of your most refined friend. A tranquil retreat for both global travellers and local guests, the brand we created reflects this ethos: light, unobtrusive, and perfectly in harmony with a hotel that celebrates the beauty of thoughtful, subtle touches.
HOTEL BRAND POSITIONING
HOTEL BRAND IDENTITY
RESTAURANT BRAND IDENTITY
COPYWRITING
BRAND GUIDELINES
DESIGN FOR PRINT
The concept of ‘Soft Deco’ guided creative solutions across the offer, nodding at the hotel’s Art Deco features while toning them down to create elegant, understated details that harmonize seamlessly with the space. The brand identity we developed helps guests transition from the chaos of the outside world to a serene, effortlessly stylish, and warmly welcoming place they can call their own. Thoughtfully blending modern sophistication with subtle nostalgic cues, the branding invites visitors to embrace a refined yet relaxed ambiance, where comfort and style meet to deliver an unforgettable experience tailored to modern guests.
A custom wordmark was thoughtfully crafted, drawing inspiration from the preserved Art Deco elements of the hotel’s architecture. Complementing this, a refined brand symbol was derived from an existing exterior detail, seamlessly connecting the identity to the building’s heritage. Print materials echoed these architectural influences, with geometric shapes reflecting design motifs from the hotel’s structure and interiors. In addition to Lyle, we developed “Lyle’s,” the neighborhood bar and restaurant. A bespoke handwritten wordmark infused the brand with personality and authenticity, applied across a range of touchpoints—including menus, coasters, take-away bags, and cups—creating a cohesive and memorable guest experience.
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