Foundational branding and art direction for Proper hospitality group.
Proper is a design-forward hospitality group with hotels and residences in Los Angeles, San Francisco, Austin, and Santa Monica. We designed a logo and brand identity that captures Proper’s explorations of luxury. Architectural serifs and a graphic silhouette reflect this sensibility. Paired with a supporting type, we designed a signature refined brand experience—be it on a neon sign or gilded hotel stationery.