NEW YORK, NY

Master hotelier and entrepreneur André Balazs sought to create a cohesive overarching image to reflect his multifaceted portfolio of hotels, properties and restaurants. The resulting brand identity system is at once hyper-minimal and distinct—neutral enough to create a cohesive link to the many diverse properties—memorable enough to stand alone. A custom alphabet created by Matteo Bologna was developed into a monogram and pattern that adorn business collateral and a website. The stark simplicity of the design is complimented by premium production techniques such as sidepainting and engraving, leaving a luxurious impression.