The Venue - Brand (1)

CapTech ran a “brand storytelling challenge,” which tasked various teams with creating unique brands for a final showcase. This team developed a brand for a hotel chain looking to break into the boutique hotel market. They landed on a music concept for their brand, The Venue, leaning in to authenticity, innovation, and uniqueness of local music scene, which is the heartbeat of a community’s culture, individual to each destination. The core brand would remain the same, but the look and feel would be custom to each location’s influence.

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To help set the scene, The Venue worked their branding into exterior signage. This signage helps hotel guests easily find The Venue and beckons passersby to pop in for a drink (and a live performance if they’re lucky).