Talbott Chicago

Talbott is a prominent hotel in the affluent Gold Coast of Chicago, IL. After being purchased by a new ownership group, Second Wave was brought on to develop a brand identity for the hotel to transition to an Autograph. Their aim as a reimagined and highly sought-after hotel needed an identity that was wholly unique as well as connected to the city’s people, history of art, and culture.

The Challenge Talbott Takes Gold

The Gold Coast of Chicago is a highly affluent area with stiff competition in the hospitality space. This historic neighborhood is home to numerous high-end hotels, each offering unique luxury experiences. Competitors like Thompson Chicago, Eurostars Magnificent Mile, 21C Museum Hotel, and Viceroy Chicago cater to diverse and discerning travelers. Talbott Hotel must stand out amidst these well-established brands by delivering exceptional service and a distinctive, memorable experience that reflects the upscale charm of the Gold Coast.

The Concept A Gold Coast State of Mind

Every memorable story begins with great characters, and Talbott is no exception. Since 1927, the story of Talbott has been written and rewritten countless times. But as decades passed and trends evolved, the one constant in the story of Talbott has been the people. The recurring guests. The indelible staff. The ones who called Talbott a home away from home. Today, Talbott continues with new narrators, new voices, and new stories. Talbott isn’t solely a story of the Gold Coast or a historic building; it is a story of people.

Visual Language The Expressionist

From the idea of inviting guests to live out their own narratives at Talbott and the city, we took an approach to design as dynamic as Chicago itself. There are many ways to tell a story. For decades writing, painting, music, and dance all have expressed the human story.

For the design, I hand-painted different elements to be used throughout the collateral suite. I chose fonts that feel literary but contemporary and added a handwritten accent font for special touches and messaging. Minding the importance of the human touch in the brand identity.

Signature Activations The Archetype

The Archetype at Talbott Hotel creates a unique and memorable signature moment for guests. Inspired by the hotel's rich history and the vibrant culture of Chicago's Gold Coast, it is designed to attract attention and spark conversation. It embodies the hotel's brand through interactive and engaging experiences, using spaces, people, or objects within the hotel. This distinctive approach enhances the guest experience, ensuring that Talbott stands out in the competitive hospitality market.

Outcome Preparing For Emergence

Talbott Chicago is currently preparing for renovation with the Studio 11 interior design group. It will open to the public with its new self 2025.