Welcome to the Palm!

The Palm is a luxurious boutique concept hotel in San Diego, California. It also boasts Paloma, the in-house jazz cocktail lounge on the first floor, and the Salt Spa, a rooftop heath and wellness suite. The Palm’s iconic aesthetics are derived from the beauty in the landscapes that surround San Diego, and its color palette is inspired by the sunset dipping into the sea. Though its relaxing, yet fresh, branding, the Palm invited guests to unwind and be still for the duration of their stay.

For my senior project, I choose to create the identity and branding materials for a fictional hotel. I named it the Palm because I wanted the concept to feel familiar and approachable, since the visuals for the hotel are simultaneously classic, elevated, and striking.