When room approached us to assist with naming and identity development for their newest concept, room2, we were stoked to be a part of the project. The gift boutique would be located in the lobby of the newly renovated Hotel @ Lafayette. And Michael P., senior designer at room, would design the hotel rooms and lobby. Overall, tons of excitement wrapped up in this massive development.

Once we got started, we saw an opportunity to subtly refresh and align the identities of their existing two stores––room and babyroom––to allow for more consistent branding. We updated the type for “room” to Nimbus which would carry over to all three logos, and chose Clarendon, a versatile slab serif typeface, which is decidedly playful in the babyroom logo, while modern in the room2 logo. The logos and stationery for room, babyroom and room2 now have a cohesive color palette and type system. View additional photos on our website.

Stay tuned for new collateral pieces including a new brochure and gift certificates. And stop into room2, now open at The Hotel @ Lafayette!

-Brandon