Gates SOBE – Expanding the Branding
The Gates Hotel brand has proven that it can expand to different markets by making slight tweaks to the universal look, for local customization. As The Gates Hotel South Beach, Miami launches, the designs we created take on modifications inspired by the Miami art scene.
KEY STRATEGIC CONCEPT
From a recent visit to The Wynwood Walls in Miami, our inspiration for brand expansion was obvious. With such a vibrant art scene in the streets unifying entire neighborhoods, we wanted to expand the existing Gates Hotel Brand to reflect its place in the Miami landscape and feel relevant to the neighborhood it serves.
Drawing inspiration from the streets around us we found the spray paint effect to be relevant, reflects the artistic and street art scene of Miami, and keeps the essential brand DNA intact. Plus, as the initial artists who created The Gates Hotel brand, it was fun to “tag” our own art! The incorporation of the bright pink, enlivens The Gates look and keeps the brand elements on target with an approach that is very street-meets-beach and reflects the authentic Miami culture.