The primary goal was to develop a cohesive, sophisticated, and minimalistic brand identity for Redondo Hotels & Management and its two new properties, Hotel Mar Vista and Oceans Inn & Suites. The hotels' locations in Aberdeen and Ocean Shores, WA, areas known for their stunning natural beauty and coastal vistas, played a significant role in the design process. The identity needed to reflect the unique blend of simplicity, class, heritage, and sleekness, while also encapsulating the stress-free, affordable luxury experience these hotels promise to their diverse clientele ranging from families to business travelers.