Perfection Is In The Details

The brief for The Darling came in when the hotel still a hole in the ground. We had to build the brand from the ground up, literally. We began by developing a very intimate tone of voice, we commissioned a typeface to give every communication the one-off feel of a typewritten letter and signed every communication off with a Dx. With only stock photography, the design team created everything from the hotel's website to its wayfinding.

The hotel became everything it set out to be, attracting guests like Clooney, Jay Z, di Caprio. We made it into the 2012 D&AD.