The Irving
Making History Timely
Following twenty years of third-party operations, our clients at The Lenox embarked upon an exciting new chapter for this venue. Having established itself as a late-night destination in Boston, we crafted a brand that drew inspiration from both the city and the hotel’s history.
See The Story
The Client
- Saunders Hotel Group
- Boston, MA
What We Delivered
- Art Direction
- Brand Development
- Copywriting
- Environmental Branding/Signage
- Name Development
- Photography Art Direction
- Printed Collateral
- Visual Identity
- Website Design
A brand that attracts all walks of life.
Honoring the legacy of one of the company’s original founders, The Irving is nestled in the heart of a storied hotel and offers a cool late-night vibe, attracting people from all walks of life. The tale of The Irving drifts beyond the confines of mere history; it immerses guests in the present moment. With its moody ambiance and elevated cocktail menu, this is the spot where every clink of a glass tells a story, and every conversation presents an opportunity to linger longer. The identity channels that “intrigue” with a timeless color palette and subtle train car references. The custom wordmark pays homage to the Art Deco details found in and around the space and also serves as embellishments for borders and markers.
To introduce The Irving to Boston, we designed a sleek new website and a refined menu system to capture a menu of craft cocktails and sophisticated small bites.
Alluring signage design
Given that The Irving is located directly outside the hotel lobby, its signage had to blend in perfectly with the surrounding interiors. The design captured a sophisticated and upscale feel through its materiality to draw attention to the space. The client selected a sign featuring raised, backlit letters, with the three-dimensional characters creating a striking visual impact.
Cloaked in Mystery
OFF THE RAILS PHOTOGRAPHY
As part of maintaining a cohesive visual identity, we also created a photography direction guide. We recommended using images with a shallow depth of field, evoking a sense of mystery, and highlighting the brand’s color palette. When photos feature guests, we recommend capturing candid moments that look natural and unposed, as if they’re being cared for just like any Lenox guest.
