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The Modern:

Mid-century design meets culture.

LocationSarrasota, Florida
Type#Identity #Art Direction #Brand Story #Guidelines

Where design, culture and play collide.

Our hotel identity was inspired by The Sarasota School of Architecture. This movement adapted European Modernism to the culture and climate of sub-tropical Florida from the 40’s to 60’s. The Modern’s dynamic logo expands and contracts to fit various formats and experiences.

A playful illustration style captures vacation moments in the style of mid-century architects, such as Paul Rudolph or Victor Lundy.


A Tiki supper club.

Rudolph’s is the hotel restaurant inspired by Sarasota supper clubs of the 1950’s and 60’s. The dining experience references a beachy Tiki subculture. And its identity fits in seamlessly with The Modern’s overarching aesthetic.

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