A new identity, tone and philosophy for boutique hotel brand Sir. The goal was to create a stylish, fun, inclusive and witty brand that appealed to travelers around the world. We gave each hotel a unique theme and its own photography, illustrations and colors to play up its unique character, while still fitting into the overall Sir family. We reimagined everything from ads and hotel signage, all the way to the do not disturb signs and Instagram posts.
Design & Art Direction: