IdeaWork Studios has crafted brand identities for The Darcy Hotel, Siren by Robert Wiedmaier, and Lil’B Coffee Bar & Eatery, the brand new hotel and dining destination just off the 14th Street Corridor in downtown Washington D.C. Combining IdeaWork’s far-reaching hotel expertise with the agency’s dining brand development savvy, the three projects constitute the comprehensive naming, branding, and digital presence for the hotel and its food & beverage outlets.
The Darcy delivers a unique visitor experience. “Our strategy was to create the persona behind The Darcy, and then stay true to that mindset,” says Jay Schwartz, founder and Chief Creative Officer of IdeaWork Studios. “From a branding perspective, we were constantly asking ourselves, “What would Darcy do here?” and, “Would Darcy use this?” as we developed every aspect of the hotel and food and beverage collateral. The visual identity we developed is authentic, with idiosyncratic touches: refined, with classical European influences, high-end, but with an edge.” The branding elements are injected with personality – moody, polished, stylish, and provide guests a singular alternative to neighboring business hotels.
“For Siren, we created an original illustration for the logo,” says Schwartz, “our approach pays homage to the sirens of Greek mythology, but with a newer Art Deco/Nouveau twist, visually connecting the name and spirit of the restaurant from old world to new.” The branding also continues through to the wider visual identity—lots of custom touches and surprises await guests.
For Lil’B Coffee Bar & Eatery, IdeaWork took a different approach with a more minimalist identity, which—like the venue—is both comfortable and cool. “The overall project was full of fun challenges. We’re thankful for the opportunity to flex our creative muscles in so many directions simultaneously. It’s great to be able to showcase three brands that are all completely different, yet are interwoven to tell a complete story,” says Schwartz.
IdeaWork Studios, Inc. is a full-service branding and interactive agency with offices in Santa Barbara, New York, and Las Vegas, which specializes in hospitality and luxury industries. IdeaWork prides itself on being the antidote to the big-agency experience; the team focuses on excellence and efficiency, delivering big-agency quality work, but without the big-agency bureaucracy.
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