From The Made Shop’s Case Study:
Completed in 1930, The Plaza Hotel Pioneer Park was one of Conrad Hilton’s first hotels and a beacon of luxury in what was still a dusty West Texas town. By the early 2000s, the hotel had changed hands and sat vacant for many years. Since then, El Paso has been experiencing somewhat of a revival—in no small way aided by the passion and investment of philanthropist Paul L. Foster, who purchased The Plaza in 2008.
Over the course of nearly a decade, The Plaza has been meticulously restored to its original splendor.
I love me a beautiful true-to-history renovation. What I love more than that is a refreshed visual identity that reframes that renovation for the modern audience. Influenced heavily by the architectural era of the building itself, The Plaza’s brand is distinctly Art Deco without feeling campy about it. Typical golds and creams and smoky blacks suggest the opulence of the era, but introducing contemporary monoline illustrations and decorations help the brand not feel as stuffy. Insert some surreal high desert imagery as a foil for the identity’s elegance, and you’ve got a look that appeals to the adventurous, history-loving traveler without fail.
Plaza Pioneer Park Hotel Branding by The Made Shop.