Located near Michigan Avenue in Chicago this once branded hotel was making a step out of the branded market and into the boutique, lifestyle hotel. They kept the name Inn of Chicago and asked OOC to create the identity. We picked up a stripe pattern that was being used in the interior of the hotel and incorporated a 3-1-2 pattern which represented the area code that the hotel was located within. The rectangular format helped frame the identity making it easy to replicate in all locations. In addition the rectangular shape picked up on the awnings that have hung on the outside of the building since the origin of the hotel. The identity was replicated on the awning using the striped pattern to the left and the logo type on the right hand side. The color palette was created to match the colors of the interior of the hotel.