A "W" for South Beach...EDG's new brand identity elevates the property to W Brand's Hotel of the Year

Fresh off a multi-million dollar guestroom renovation and the reimagining of its visual identity, W South Beach has been recognized as the W Brand’s Hotel of the Year, the model for the brand moving forward. EDG rewrote the property’s brand playbook and developed the identity system, inspired by the natural beauty surrounding the property and the casual confidence of the Magic City.

The new system of fonts, colors, textures, and patterns conveys an artistic, natural experience. Soft, muted colors embrace tone-on-tone subtlety. Embossed surfaces create a delicate contrast of light and shadow. Sun-filled photography emphasizes the understated beauty of a palm frond against the blue sky or the reflective surface of the pool. For the new property map, hand-painted watercolor illustrations intimately showcase the hotel’s amenities.

EDG worked closely with the app developer to create a clean, user-friendly interface for the new W South Beach app. The newly launched app, for guest use on-property, is infused with the brand's primary colors and supports the refreshed, W South Beach vision to enhance navigation.

“Congratulations on being the leading W that is helping us pave the way towards our evolution, not only in North America but around the globe.” – Carly Van Sickle, Senior Global Marketing Director

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