The Irving / Boston, MA / 2025The Lenox Hotel recently turned the page on two decades of third-party operations to begin an exciting new chapter. To elevate its standing as a staple of Boston's late-night scene, a refreshed brand concept honors the unique heritage of both the city and the iconic hotel.
CreditStudio: B&Co.
Industry: Hospitality, Food & Beverage
Role: Art Direction, Brand Development, Environmental Branding/Signage, Name Development, Photography Art Direction, Printed Collateral, Visual Identity, Website Design
Brand Direction
Deeply rooted in heritage, The Irving nods to its roots, drawing the name directly from The Lenox family history. It channels the glamour of early train travel while seamlessly blending classic Art Deco influences from the hotel’s earliest chapters. It serves a perfect backdrop to enjoy crafted cocktails and sharable plates within The Lenox Hotel.
Evoking a distinct sense of intrigue, the visual identity pairs a timeless color story with references to vintage rail travel. The custom wordmark takes its cues from the Art Deco craftsmanship found throughout the property, seamlessly translating into elegant design elements for borders and markers.
