Grandlife Hotels wanted to differentiate their two properties—Tribeca Grand and Soho Grand—while keeping both under the umbrella of its culturally relevant parent Grandlife.

Concept

I worked with their interior creative director to develop an identity system that spoke to Tribeca's hip downtown scene and Soho's classic opulence.
Each property site was designed to share the same layout and navigation while accommodating the bespoke branding.
In addition I helped architect a rich content site for Grandlife to build its brand through a Culture Blog, Neighborhood Guide, Event Listings and 'The Locals'—interviews with tastemakes and their recommended hot spots linking back to the Neighborhood Guide.

Role

Art direction
Brand identity
UI/UX design
Information architecture
CMS architecture

Agency

Sweden Unlimited