Foundational branding and art direction for Proper hospitality group.
Proper is a design-forward hospitality group with hotels and residences in Los Angeles, San Francisco, Austin, and Santa Monica. We designed a logo and identity that holds Proper's idea of elevated independence. Architectural serifs and a graphic silhouette carry the sensibility from one property to the next. Paired with a supporting type system, the result is a brand experience that reads on a neon sign and on gilded stationery alike.
