Identity Design | Collateral Design | Exterior Signage | Web Design

Owners Ben and Kate Towill of Basic Projects chose 33 MLK Jr. Blvd to be their first mark on the Savannah landscape: an elevated apartment hotel called The Windrose. Aptly named for Savannah’s rich nautical history, the development involved complete renovation of a historic, three-story building along with the addition of a fourth. Flourish was tasked to develop an identity that spoke to the couple’s well-known playful and casual aesthetic, as well as design a suite of in-room collateral assets to carry the brand experience into their guests’ stay.

Before developing the identity, Flourish met with Ben and Kate to define what “apartment hotel” meant to them. It was crucial to understand the type of experience they wanted their guests to have; whether it be casual or more akin to a luxury hotel. From those conversations, a design direction was presented.

The primary logo takes clue from Savannah’s nautical roots, featuring a flag icon with the Windrose initials “WR” divided by a stripe. We chose a playful, sans-serif typeface with loose edges, giving the feel of a wind-swept yet highly legible mark — as if printed on a sail.

Once the identity had been developed, Flourish began designing the in-room collateral items, which included: a welcome pamphlet, foldable Savannah guide and map, notecard, notepad with custom pen, drink coaster, wifi information card, and custom ear plugs with a bedside tent card.