Elevating History: The Alexandrian Hotel Brand Identity
Project Overview
Client: The Alexandrian Hotel
Role: Designer & Art Director
Scope: Brand identity, visual direction, brand book development
The Alexandrian Hotel Brand Identity was a brand transformation initiative for The Alexandrian, a historic hotel nestled in Alexandria, Virginia. As part of Marriott’s Autograph Collection, this property needed a distinctive identity that honored its heritage while embracing an elevated, modern aesthetic.
The Challenge
The brief was to breathe new life into the hotel’s brand while preserving the soul of its historic setting. The Alexandrian is a building rich with character — our challenge was to amplify that character without overshadowing its legacy.
Creative Process
The process began with a deep dive into the hotel's story. Inspired by its rich Virginian roots, the logo development phase focused on the intersection of two central ideas — The Alexandrian and Virginia. Through extensive sketching and typographic exploration, the monogram of “A” and “V” came together as a symbolic foundation of the brand.
Once the mark was finalized, I worked closely with a copywriter to shape the brand’s tone of voice. Together, we developed a full brand book — curating type, color, layout, and photographic direction — ensuring that every visual and verbal element resonated with the hotel’s elevated identity.
Design Decisions
Color became the guiding star. Selecting a palette that felt both sophisticated and grounded was essential. It informed everything — from the type system to the art direction to the mood of the photography.
Outcome
The brand book was delivered to the client with a toolkit and art direction guidelines for future use. The project was met with enthusiasm and minimal revisions, and the identity continues to live on as the face of The Alexandrian today — proving that timeless design rooted in storytelling leaves a lasting impression.
All pictures in book are not mine and do not have the rights for.
Pictures were used for pitching and to provide the client with a blueprint for a voice.