Sophy Hyde Park hotel lobby
Urban Hospitality

Sophy Hyde Park

Distinctly Hyde Park


Hyde Park is known for creativity, diversity and intellectual achievements in art, music, science and mathematics. We created a hotel story with a strong sense of place that is reflective of this.

See The Story

The Client

  • Olympia Hospitality Group
  • Chicago, IL

What We Delivered

  • Art Direction
  • Brand and Identity
  • Copywriting
  • Illustration
  • Naming
  • Printed Collateral
  • Signage Design
Sophy Hyde Park logo

Finding a name that was interesting, approachable and anchored to the overall concept was imperative. Many names were considered. Only one truly felt right.

Sophy Hyde Park

The name ‘Sophy’ is rooted in the Ancient Greek word ‘Sophia’ for wisdom and knowledge. It is sophisticated yet approachable and softens the complex symbolism in the branding. It is also reflective of the personal approach the hotel offers through its style of service and hospitality.


Sophy Hyde Park hotel room art on wall
Sophy Hyde Park business cards

Truly intelligent design

Sophy is a brand that fully embodies the story of art, science, literature and music, backed with a strong system of design elements. The logo is an intelligent mark combining three universal symbols of wisdom: the triangle, known to symbolize thought process, the wise owl and the literary motif of a seasoned and sage whale.

Illustrations found throughout the printed collateral pieces were inspired by diagrams found in encyclopedias. We also created a compendium that showcased favorite reads from staff, must-hear music and recommendations on local galleries. The inserts are tucked in a custom leather portfolio, making for a stunning guest touchpoint.

Sophy Hyde Park guest journal
Sophy Hyde Park printed collateral

The juxtaposition of unique abstract artwork and hints of the periodic table encourages curiosity and creative discovery.

Sophy Hyde Park printed collateral
Sophy Hyde Park
Sophy Hyde Park floor design