Daytona1 1 scaled
Urban Hospitality

The Daytona Hotel

Celebrating a destination and capturing the spirit of racing


An exciting new build in the heart of the One Daytona campus, The Daytona Hotel brand needed a fresh set of eyes before opening its doors. Our team stepped in to get the hotel launched with flying colors for both Marriott and ownership.

See The Story

The Client

  • Prime Group
  • Hollywood FL

With rooms overlooking the Daytona race track and race cars on display in the lobby, there’s no better stay for a speed chaser. But the brand needed to feel high-end instead of thematic. And we couldn’t wait to get to the starting line.

Located at an already storied and sought-after destination, the hotel at One Daytona needed to live up to every racing fan’s “must-visit” reputation. While still keeping the well-known Daytona logo in the primary mark, we created sleek and exciting icons and accents that complemented the branding that was already in place.


High quality touchpoints that tell a story and evoke the thrill of racing and race culture.



Using unique tread patterns, suggesting silicone and leather materials, and incorporating well-known design elements like stitching allowed our team to create a brand that was dedicated to the track in a way that felt as sleek and intentional as the interior of a race car. Subtle nods to the thrill of speed and the passion of racing resulted in a brand that delivered an elevated Autograph experience for the racing enthusiast.