Following their success creating luxury boutique hotel experiences with Avalon and Viceroy, the Kor Group approached BMD to help brand Proper Hotels, a new hospitality concept launching in multiple locations across the US.
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.
The new brand supports the openings in emerging urban innovation districts within the most exciting U.S. cities and boroughs including Austin, Los Angeles, Portland, San Francisco and Santa Monica.