The Lord Balfour was a hotel located in South Beach. It was a total change in concept from its original name The Wave Hotel. The idea behind the hotel was to match the lifestyle of Lord Balfour himself. OOC met with the management group, ownership, interior designers and future hotel staff. From our meetings and research we felt like the hotel needed to take on a personal look and feel. We went with a monogram style playing off of the LB and giving it the ability to stand alone from the logo itself. The type style and color palette needed to be fresh and very inviting. We developed a very clean and easy to read typeface and chose the fresh blue color palette. The final identity played well with all collateral and complemented the interior design. Guests would soon begin to recognize the LB initials and would recognize its clear and inviting presence.