Proper Hotels

Proper is the latest hospitality concept by the Kor Group, developers and creators of the boutique hotel institutions Avalon and Viceroy. Following their success creating luxury hotel experiences, the Kor Group approached Bruce Mau Design to help plan a new hospitality concept launching in multiple locations across the US.

BMD worked intimately with the Kor Group team and Kelly Wearstler Interiors to bring the Proper vision to life through its new brand expression. The Proper identity was designed with a respect for centuries-old traditions and discerning guests.  

In addition to the bespoke Proper logo and wordmark creation, BMD developed a rich and varied typographic style, a material driven color palette and a candid photographic direction for a stylish look. The identity system included city-specific visual modulations for each of Proper’s locations and property types. The brand rollout consisted of a multi-city stationery package, a full suite of marketing materials, a brand video, a website and amenities packaging.

Proper will begin opening hotels in late 2015 in emerging urban innovation districts within the most exciting U.S. cities and boroughs including Austin, Brooklyn, Los Angeles, Hollywood, Miami, Napa Valley, San Francisco and Santa Monica.